Abstract
: This study examined Chinese urban and rural children's endorsement of materialistic values, and investigated the influences of media exposure, cognitive development and demographics on this orientation. Altogether, 569 questionnaires were collected (254 from an urban area and 315 from a rural area) from children aged from 6 to 14. The results showed that children in mainland China held lukewarm attitudes to materialistic values and that urban children were more materialistic than rural children. Of all forms of media exposure, video game engagement was the most significant predictor of materialism. The influences of children's understanding of advertising, cognitive development and gender were also explored.
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