University of Macau / Faculty of Social Sciences and Humanities / Department of Communication

by Lau Yuet Ming, Marianne. / Thesis (M.A.Ed.)--Chinese University of Hong Kong, 1988. / Bibliography: leaves 119-129.

by Pok Fook Sun. / Questionnaire in Chinese. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 134-141). / Acknowledgments --- p.i / Abstract --- p.ii / Chapter Chapter 1: --- Introduction --- p.1 / Chapter Chapter 2: --- Literature Review --- p.5 / Chapter A. --- Regulation of TV Commercials --- p.5 / Chapter B. --- Areas of Concern --- p.7 / Chapter C. --- Understanding the Selling Intent of TV Ads --- p.9 / Chapter D. --- "Effects of TV ads on Children's Cognitions, Attitudes, and Behaviors" --- p.10 / Chapter E. --- Effects of TV Ads on Consumption Behaviors --- p.12 / Chapter F. --- Effects of TV Ads and the Parental Influence on Children's Consumption Behaviors --- p.17 / Chapter G. --- Findings from Local Researches --- p.18 / Chapter Chapter 3: --- Theoretical Framework --- p.22 / Chapter A. --- Overview --- p.22 / Chapter B. --- Theory of Consumer Socialization --- p.23 / Chapter C. --- A Conceptual Framework for Consumer Socialization --- p.27 / Chapter Chapter 4: --- Research Design --- p.32 / Chapter A. --- Research Objectives --- p.32 / Chapter B. --- Variables and Operational Definition --- p.33 / Chapter C. --- Hypotheses --- p.40 / Chapter D. --- Sampling --- p.45 / Chapter E. --- Data Collection --- p.45 / Chapter F. --- Coding Procedure --- p.46 / Chapter G. --- Statistical Analysis --- p.47 / Chapter Chapter 5: --- Data Analysis --- p.49 / Chapter A. --- Respondents' Profile --- p.49 / Chapter B. --- Scales Reliability --- p.61 / Chapter C. --- Hypotheses Testing --- p.68 / Chapter Chapter 6: --- Discussion of Research Findings and Implications --- p.96 / Chapter A. --- Overview --- p.96 / Chapter B. --- Effects of Social Structural Variable --- p.96 / Chapter C. --- Effects of Age --- p.101 / Chapter D. --- Effects of Socialization Agents --- p.102 / Chapter E. --- Implications --- p.108 / Appendix / Chapter I. --- Television Code of Practice on Advertising Standards --- p.115 / Chapter II. --- "Enrollment Statistics, Hong Kong Education Department, 1995-96" --- p.118 / Chapter III. --- List of Sampling Units --- p.119 / Chapter IV. --- Sample Letter of Request --- p.120 / Chapter V. --- Sample Questionnaire (English Version) --- p.121 / Chapter VI. --- Sample Questionnaire (Chinese Version) --- p.128 / References --- p.134