socialcomparisonofmaterialpossessionsamongadolesce.docVIP

Social comparison of material possessions among adolescents Keywords: peer influence – role models – consumer psychology Kara Chan Professor Department of Communication Studies Hong Kong Baptist University Kowloon Tong, Hong Kong Phone: (852) 3411 7836 Fax: (852) 3411 7890 email: karachan@hkbu.edu.hk Manuscript published in the Qualitative Market Research: An International Journal 11(3): 316-330 Acknowledgement: The work described in this paper was supported by a Faculty Research Grant from the Hong Kong Baptist University (Project No. FRG/04-05/II-45). Word count: 6,600 7 January 2008 QMR comparison R4 Social comparison of material possessions among adolescents Structured abstract Research paper Purpose: The purpose of the article is to explore Chinese adolescents’ engagement in social comparison of material possessions using qualitative inquiries. Design: Sixty-four Chinese adolescents aged 13 to 17 were face-to-face interviewed. They were asked whether they engaged in social comparison of possessions with direct role models and vicarious role models such as media celebrities. Characteristics of role models and products involved in social comparison were inquired. Findings: Adolescents in Hong Kong frequently engaged in upward social comparison with friends and classmates. The products involved in social comparison were branded public goods that can be used to communicate ideal social self-image. There was a strong link between social comparison and peer communication about consumption. Adolescents less often engaged in social comparison with media celebrities. This can be attributed to lack of resources, understanding of product sponsorship, and difficulties in identifying with the media celebrities. Role models of same sex and similar age was often used for social comparison. Social comparison is used mainly for self-enhancement, rather than self-evaluation. Research Limitations: The study was from a convenient sample of adolescents i