...Muhammad Kashif; Mubashir Ayyaz; Sara Basharat Purpose – There is plethora of advertising research that has highlighted the mothers’ perspective to TV food advertising. However, the fathers’ perspective on children food advertising in societies that score high on masculinity is important...

...James U. McNeal; Neil C. Herndon; Chyon‐Hwa Yeh Reports on two studies conducted in Hong Kong, one in 1989, the other in 1994, to see if children’s socialization as consumers has changed in the intervening years. Formulates hypotheses, based on the earlier research, that children will receive...

...James U. McNeal; F.J. Mindy In 1995 China instituted a 40‐hour work week resulting in what is now called “long weekends.”The purposes of this research was to determine what Chinese children prefer to do during the new long weekend, and the extent of their influence on what the family does...

...James U. McNeal; Chyon‐Hwa Yeh Explores the consumer behaviour patterns of urban Chinese children as a primary and an influence market. Examines, as primary customers, their income, spending and saving pattern. Finds that they have two different types of income, save over half of it, and spend...