TY - JOUR
AU - Zhou,, Nan
AB - Abstract Results of a longitudinal study of ads from Hong Kong, the People's Republic of China (PRC), and Taiwan depict distinctive consumer cultures. PRC ads emphasize utilitarian appeals, promise a better life, and focus on states of being as a consumption theme. Hong Kong ads stress hedonistic values, promise easier and American lifestyles, and focus on doing. Taiwan ads fall between these two extremes, but are converging toward Hong Kong ads in consumption appeals over time. PRC ads, presumably anchored by remnants of an anti-materialistic political ideology, seem to chart a different trend. This content is only available as a PDF. Author notes * David K. Tse is Assistant Professor of Marketing, Faculty of Commerce and Business Administration, University of British Columbia, Vancouver, Canada, V6T 1Y8. Russell W. Belk is the N. Eldon Tanner Professor of Business Administration, Graduate School of Business, University of Utah, Salt Lake City, UT 84112. Nan Zhou is Assistant Professor of Marketing at the Fred C. Manning School of Business Administration, Acadia University, Wolfville, NS, Canada, B0P 1X0. This study was supported in part by a grant from the Centre for International Business Studies, University of British Columbia. © JOURNAL OF CONSUMER RESEARCH
TI - Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan
JF - Journal of Consumer Research
DO - 10.1086/209185
DA - 1989-03-01
UR - https://www.deepdyve.com/lp/oxford-university-press/becoming-a-consumer-society-a-longitudinal-and-cross-cultural-content-GD0gFR3N3E
SP - 457
VL - 15
IS - 4
DP - DeepDyve
ER -