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
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/) |
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