Chinese children's perceptions of advertising and brands: An urban rural comparison

Journal of Consumer Marketing

Volumn 25, Issue 2, 2008, Pages 74-84

  Chan, Kara ^a  

^a HONG KONG BAPTIST UNIVERSITY   (Hong Kong)

Author keywords

Brand equity; China; Consumers; Developmental psychology; Socialization; Television commercials

Indexed keywords

EID: 41549131828     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760810858819     Document Type: Article

References (38)

1. Anderson, K., Huang, J. and Ianchovichina, E. (2002), "Impact of China's WTO accession on rural-urban income inequality", working paper, Centre for Chinese Agricultural Policy, Chinese Academy of Sciences, Beijing.
2. Batra, R. (1997), "Marketing issues and challenges in transitional economies", Journal of International Marketing, Vol. 5 No. 4, pp. 95-114.
3. Bever, T.G., Martin, L.S., Barbara, B. and Thomas, G.J. (1975), "Young viewers' troubling response to TV ads", Harvard Business Review, Vol. 53, November-December, pp. 109-20.
4. Chan, K. (1996), "Chinese viewers' perception of informative and emotional television commercials", International Journal of Advertising, Vol. 15 No. 2, pp. 152-66.
5. Chan, K. (2001), "Children's perceived truthfulness of television advertising and parental influence: a Hong Kong study", in Gilly, M.C. and Meyers-Levy, J. (Eds), Advances in Consumer Research, Vol. 28, pp. 207-12.
6. Chan, K. (2006), Branding in China: interview with Tom Doctoroff, DVD, 29 minutes, J. Walter Thompson, London.
7. Chan, K. and McNeal, J. (2002), "An exploratory study of children's perceptions of television advertising in urban China", International Journal of Advertising and Marketing to Children, Vol. 3 No. 3, pp. 69-79.
8. Chan, K. and McNeal, J.U. (2003), "Parental concern about television viewing and children's advertising in mainland China", International Journal of Public Opinion Research, Vol. 15 No. 2, pp. 151-66.
9. Chan, K. and McNeal, J.U. (2004a), Advertising to Children in China, Chinese University Press, Hong Kong.
10. Chan, K. and McNeal, J.U. (2004b), "Chinese children's attitudes toward television advertising: trust and liking", International Journal of Advertising, Vol. 23 No. 3, pp. 337-59.
11. Chan, K. and McNeal, J.U. (2006a), "How rural children in China consume media and advertising", Young Consumers, Vol. 7 No. 3, pp. 39-50.
12. Chan, K. and McNeal, J.U. (2006b), "Rural Chinese children as consumers: consumption experience and information sources", Journal of Consumer Behavior: An International Review, Vol. 5, pp. 182-92.
13. Chan, K. and McNeal, J.U. (2007), "Chinese children's perception of personal and commercial communication: an urban rural comparison", Asian Journal of Communication, Vol. 17 No. 1, pp. 97-116.
14. Cui, G. and Liu, Q. (2000), "Regional market segments of China: opportunities and barriers in a big emerging market", Journal of Consumer Marketing, Vol. 17 No. 1, pp. 55-72.
15. Economic Daily (1999), "Strategies to open the China rural market", Economic Daily, 18 May (in Chinese).
16. Fan, L. (2001), "Review of the China advertising industry in 2000", China Advertising, Vol. 2, June, pp. 70-6, (originally published in Chinese).
17. Global News Wire (2003), Chinese deputies seek ways to kick-start rural economy, available at: http://web.lexis-nexis.com.hk (accessed 10 March 2003).
18. Greenberg, B.S., Fazal, S. and Wober, M. (1986), Children's Views on Advertising, research report, Independent Broadcasting Authority, London, February.
19. Hofstede, G. (1994), "Management scientists are humans", Management Science, Vol. 40, January, pp. 4-13.
20. John, D.R. (1999), "Consumer socialization of children: a retrospective look at twenty-five years of research", Journal of Consumer Research, Vol. 26, December, pp. 183-213.
21. Lu, J. and Peng, A. (2000), "Evolution of rural consumption pattern in China", Consumer Interests Annual, Vol. 46, pp. 68-72.
22. McNeal, J.U. and Yeh, C.H. (1997), "Development of consumer behavior patterns among Chinese children", Journal of Consumer Marketing, Vol. 14 No. 1, pp. 45-59.
23. Population Reference Bureau (2007), "China statistics: demographic and health highlights" available at: http://prb.org (accessed 10 May).
24. Robertson, T.S. and Rossiter, J.R. (1974), "Children and commercial persuasion: an attribution theory analysis", Journal of Consumer Research, Vol. 1, June, pp. 13-20.
25. Rogers, E.M. (1960), Social Change in Rural Society, Appleton Century Crofts, New York, NY.
26. Rossiter, J.R. and Robertson, T.S. (1976), "Canonical analysis of developmental, social, and experiential factors in children's comprehension of television advertising", Journal of Genetic Psychology, Vol. 129, December, pp. 317-27.
27. Schmitt, B. (1999), "Consumer segmentation in China", in Batra, R. (Ed.), Marketing Issues in Transitional Economies, Kluwer Academic Publishers, Boston, MA, pp. 73-84.
28. Schramm, W. (1977), "Nature of communication between humans", in Schramm, W. and Roberts, R.F. (Eds), The Process and Effects of Mass Communication, University of Illinois Press, Urbana, IL, pp. 1-53.
29. State Statistical Bureau (2005), China Statistical Yearbook 2004, State Statistical Bureau, Beijing.
30. State Statistical Bureau (2007), China Statistical Yearbook 2006, Statistical Publishing House, Beijing.
31. Sun, T. and Wu, G. (2004), "Consumption patterns of Chinese urban and rural consumers", Journal of Consumer Marketing, Vol. 21 No. 4, pp. 245-53.
32. United Nations (2005), China demographic profile, available at: http://esa.un.org/unup/p2k0data.asp (accessed 4 July 2005).
33. Wang, D. (2003), "China's rural compulsory education: current situation, problems and policy alternatives", Institute of Population and Labor Economics Working Paper Series No. 36, Chinese Academy of Social Science, Beijing.
34. Ward, S., Levingson, D. and Wackman, D.B. (1972), "Children's attention to television advertising", Television and Social Behavior, Vol. 4, Government Printer Office, Washington, DC, pp. 491-516.
35. Ward, S., Wackman, D.B. and Wartella, E. (1977), How Children Learn to Buy: The Development of Consumer Information Processing Skills, Sage Publications, Beverly Hills, CA.
36. Zhang, L. and Yang, X. (1992), "China's population policy", Beijing Review, Vol. 35, April, p. 17.
37. Zhang, X. (2003), "Problems to open up rural consumer markets and the counter measures", Journal of Zhenjiang College, Vol. 2, available at: http://scholar.ilib.cn/Abstract.aspx?A=zjgzxb200302006 (in Chinese).
38. Zhao, X. and Shen, F. (1995), "Audience reaction to commercial advertising in China in the 1980s", International Journal of Advertising, Vol. 14 No. 4, pp. 374-90.