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Consumer Socialisation and Value Orientations among Estonian and Chinese Young People
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Waerdahl, Randi; Kalmus, Veronika; Keller, Margit – Children & Society, 2011
This paper asks if Estonian and Chinese tweens' access to pocket money influences their brand valuation, as well as value orientations in the context of perceived peer popularity and personal well-being. Surveys conducted in autumns 2006 (China n = 188) and 2007 (Estonia n = 111) show an inherent cultural resistance among tweens in both countries…
Descriptors: Peer Relationship, Foreign Countries, Cross Cultural Studies, Comparative Analysis