Influence of television advertising on adolescents in China: An urban-rural comparison Keyword: Cultivation theory – materialism – consumer psychology – survey – youth


243 words) Purpose—The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China. Design/methodology/approach—A survey of 646 adolescents aged 11 to 17 in Guangzhou city and in a rural county of Henan… (More)


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