Television advertising and student peer interaction in consumer learning.

Description

by Matthew Hung Kee Chan. / Title also in Chinese characters. / Includes questionnaire in Chinese. / Thesis (M.A.Ed.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 54-70). / ABSTRACT --- p.i / ACKNOWLEDGEMENTS --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF APPENDICES --- p.vii / Chapter CHAPTER I： --- Introduction --- p.1 / Socialization Agents --- p.2 / TV Advertising as Socialization Agent --- p.7 / Peer as Socialization Agent --- p.11 / TV Advertising Viewing and Peer Interaction --- p.12 / Chapter CHAPTER II: --- Consumer Learning --- p.14 / TV Advertising and Consumer Learning --- p.17 / Peer Interaction and Consumer Learning --- p.20 / "TV Advertising, Peer Interaction and Consumer Learning" --- p.22 / Chapter CHAPTER III: --- Method --- p.27 / Subjects and Procedure --- p.27 / Variables Assessed in the Study --- p.29 / Chapter CHAPTER IV: --- Results --- p.31 / Description of Sample Characteristics / Sex --- p.34 / TV Viewing Time --- p.37 / Exposure to TV Advertising --- p.38 / Peer Interaction about TV Advertising --- p.40 / Consumer Learning Score --- p.42 / Analysis of Variance on Consumer Learning --- p.43 / "by Age, Sex, TV AdvertsingViewing Time, and Peer Interaction about TV Advertising" / Chapter CHAPTER V: --- Discussion --- p.48 / Summary --- p.52 / REFERENCES --- p.54 / APPENDICES --- p.71

Links & Downloads

1. cuhk:319122
2. http://library.cuhk.edu.hk/record=b5887841
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-319122

Tags

Consumer behavior

Consumer behavior--China--Hong Kong

Television advertising

Peer pressure in adolescence

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_319122
Date	January 1993
Contributors	Chan, Matthew Hung Kee., Chinese University of Hong Kong Graduate School. Division of Education.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, vii, 88 leaves : ill. ; 30 cm.
Coverage	China, Hong Kong, China, Hong Kong
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)