Changes in consumption values reflected in Chinese newspaper advertising

Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance

“…However, Stout's (1994) study, based on a content analysis of 306 consumer advertisements in ''People's Daily'' from 1979 to 1991, showed that utilitarian themes and appeals are declining while hedonistic themes and appeals are increasing. Further evidence from Wang et al's (2000) empirical study revealed that more Chinese consumers, especially young consumers, have accepted buying for hedonic reasons rather than only to fulfill utilitarian needs.…”

The heterogeneity of Chinese consumer values: a dual structure explanation

“…Hedonism is a key feature of consumer culture, according to Campbell (1987), and result in an endless and ultimately unfulfilling quest for novelty, primarily through consumption. A content analysis of 306 consumer advertisements in People's Daily from 1979 to 1991 to examine utilitarian and hedonistic themes and appeals revealed that utilitarian values are decreasing and hedonistic values are increasing (Stout, 1994). Wang et al's (2000b) empirical study further demonstrates that more Chinese consumers have accepted buying for hedonic reasons rather than for only utilitarian need, especially among young consumers.…”

Markets, Culture, Power: The Making of a “Second Cultural Revolution” in China

“…30 See Ci 1994. For an examination of the shift from utilitarian to hedonistic values in advertising, see Stout, Martin, and Zhang 1994. A report on``the first scientific national poll of the world's most populous country'' by the Gallup Organization observes that``although the Chinese have given hints of being the most materialistic people still under Communist Party rule, Gallup executives say they are surprised by the unapologetic desire for money and goods revealed in the poll''.…”