Compensating Dating, Materialism and Social Comparison among Hong Kong Adolescents - Research Paper Example

Compensating Dating, Materialism and Social Comparison among Hong Kong Adolescents Abstract This is a research proposal to carry out a research on the topic of Enjo-kōsai, materialism and social comparison among Hong Kong adolescents. The introduction section examines the general mass media advertisement in Hong Kong, particularly the materialistic values prevalent in the country’s mass media. It also delves in the many emerging advertisements that market various forms of high-end merchandise. This section also examines how Hong Kong teenagers are encouraged to possess material goods unlike in the past. The prevalence of Enjo-kōsaiin; online dating and prostitution involving young girls in Hong Kong is also covered. The significance of the study is that it will go a long way in identifying the negative consequence of participating in compensation dating. Moreover, it will help in the identification of the correlation between behavior and materialism. The objectives of the research are to ascertain whether materialism and social comparison are positively related to participation in compensated dating among teenagers. Secondly it helps to examine the influences of media exposure on adolescents’ engagement in social comparison and their endorsement of materialistic values. The conceptual foundation covers such subtopics as materialism, enjo-kosai, social comparison, and exposure in advertising. Introduction Hong Kong has experienced an upsurge of materialistic values in its mass media in the recent past. For instance, many advertisements in the country greatly promote materialistic values, unlike it was in the past. Hong Kong has also seen an increase in the number of advertisements aired in its mass media. These advertisements have mainly helped in the marketing of high-end merchandise, normally popular among the young people, especially the adolescents. Hong Kong’s culture has also been changing rapidly over the years. Hong Kong teenagers are now encouraged to posses material goods unlike in the past. There has also been a rise in online dating as well as online prostitution involving very young girls in Hong Kong. Educators have blamed this changing trend on advertisements on corporate donations to schools; both school equipment and materials (Seifer, 1999). On their part, the social scientists blame this whole mess on the role of marketing since it develops materialistic values among adolescents and younger children (Schor, 2004; Linn, 2004; Kasser, 2002) Significance of the research This study is aimed at investigating the negative consequences of participating in compensation dating. It is further aimed at finding out any correlation between materialism and behavior. It also examines any negative relation between subjective well-being and materialism. Objectives of the research To ascertain whether materialism social comparison is positively related to participation in compensated dating among teenagers. To examine the influences of media exposure on adolescents’ engagement in social comparison and their endorsement of materialistic values. Conceptual foundation Materialism Materialism refers to the importance that consumers attach to worldly possessions (Belk et al, 1984, pp291). It has also been defined as the importance placed on material possessions by people, as well as the possessions’ acquisition as a desirable or necessary form of conduct in reaching desired end-states, which include happiness (Richins and Dawson, 1992, pp 307). Even though material possession accumulation is often regarded as an end by itself, most human beings acquire these possessions in order to attain higher goals like self enhancement and self-definition. They view material possession as a means of getting where they really want to be. Research carried out in numerous disciplines such as psychology, marketing, sociology and psychology has found that the reasons why people value possessions is linked expressing, signaling and maintaining people’s self-concept to others (Solomon, 1983). One’s self-esteem is measured by how much they possess; this contributes to one’s eventual happiness. Another key goal in acquiring materials possessions is to pursue one’s eventual happiness. For instance, Richins and Dawson (1992, pp 304) perceive materialism as a means of pursuing happiness through acquiring materialistic possessions as opposed to other means like achievements, experiences or relationships. Little is known about the materialistic values development in children and adolescents. Whereas materialism has sparked a lot of interest among consumer researchers, they have not concentrated on teenagers and children and instead focused on adult consumers. However, the little research available has closely linked materialism in children to too much television viewing, greater peer communication, and lack of effective family communication patterns (Moschis and Moore, 1979). A few other research findings have tended to indicate that materialism among children and adolescents are related to influence from marketing promotions and peers, materialistic parents, disrupted families and less affluent families (Goldberg et al, 2003; Rindfleisch et al, 1997). Psychological research has identified such factors as low self-esteem and feelings of insecurity as key causes of materialistic value orientation. Kaiser et al (2004, pp13) are of the view that materialistic values can be developed from experiences that help in inducing insecurity feelings. More researchers have also concurred with the assertion that low self esteem and induced insecurity feelings directly influence materialistic orientations (Solberg et al, 2004). Desires for material possessions have been found to begin very early in a child’s life. It is not uncommon to see preschoolers and toddlers making frequent requests for some products and expressing their desires in numerous ways such as whining, begging, and grabbing of goods off shelves (John, 1999). The drive of children in acquiring these products is usually very strong, with overwhelming desire for such items as candy, cereal and toys (Goldberg and Gorn, 1978). However, for children, this desire for acquisition is often an end by itself as opposed to being a means to attain other higher-order goals like self-enhancement that have a strong association with materialism. Enjo-kōsai Enjo-kōsai which is usually shortened to enkō refers to what can be termed as compensated dating. This practice traces its origin in Japan whereby older would usually give young attractive women money or luxury gifts in order win the women’s companionship, or even sexual favors. The female participants in Enjo-kosai would usually range from school-age girls and advance on to housewives. Enjo-Kosai can be regarded as some type of child prostitution since the girls who participated in it exchanged escort services for luxury designer goods as well as money. This is mainly been sparked by the influence of mass media advertisements that creates a desire in the girls to have material possessions. Enjo-kosai clearly indicates that teenagers who are highly motivated to view advertisements will be more likely to engage in social comparison with media figures. It further shows that adolescent girls who participate in it are interested in materialism. It also shows that adolescent girls who participate in Enjo-kōsai are more likely to engage in comparison with media figures. Social comparison Social comparison theory The social comparison theory was brought forward by Leon Festinger in 1954. According to Festinger’s theory, individuals harbor a tendency rate and their self-evaluation is normally done by comparing themselves with other people. They usually compare themselves with rich, popular and famous people such as supermodels in advertisements. As the images of celebrities appear in public, they quickly turn into social references for a number of individuals. For instance, whenever individuals are seen in magazines or on television, they are perceived to have qualities with high discrepancies from the viewer’ own self-image. As a result, these viewers get the motivation to close this gap between them and the models. This is what motivates many young people in purchasing anything to do with that particular model. The audience that has a strong materialistic value orientation leads mainly concerns itself with greater social comparison. The wide gap between the ideal standard of living and the actual one is what sparks any desire for material possessions. According to numerous researchers, people who posses strong materialistic value orientation (MVO) are more likely to experience a normative influence. Exposure in advertising According to Moore et al (1981) the development of materialistic value orientation is greatly influenced by the frequency of that one watches advertisements on television and the motive for watching. Studies have found out that children who are exposed to higher levels of television advertisement viewing are more likely to develop materialistic value orientation compared to those who are not. Hypothesis This research will have three main hypotheses which will need to be further investigated. They are as follows: H1: Teenagers who are highly motivated to view advertisements will be more likely to engage in social comparison with media figures. H2: Adolescent girls who participate in Enjo-kōsai are more likely to be interested in materialism. H3: Adolescent girls who participate in Enjo-kōsai are more likely to engage in comparison with media figures. Methodology Sample and procedure To meet the objectives of this research, an online survey was carried out. The survey involved questionnaires of the closed-ended type. These questionnaires were administered by the respondents themselves. The participants in the survey were young girls who advertised themselves as available for Enjo-kōsai (compensated dating) on the Internet. These participants were secondary school girls between Form One and Form Seven. Measure Materialism will be measured by asking the participants about what makes them happy. They will be required to create a collage in answering this question. They will be given a wide range of answers to choose from including material goods like brand names and money. Other choices will include non-materialistic sentiments like ‘having no homework’ and being with friends’ to indicate levels of materialism. Rating scales will be used in asking respondents to either disagree or agree with assertions like money buying happiness. This is because such assertions carry different meanings to adults and older adolescents versus younger children. However, the happiness concept is easily understood among all ages; whether young children, adolescents or adults. We shall therefore combine the basic happiness concept with collage methodology, a very successful approach especially among adolescents and younger children (Chaplin and John, 2005). This is because it produces a task that can be understood by all ages and is also familiar and engaging. To measure the level of materialism, a material values scale developed by Richins and Dawson’s (1992) will be used. For viewing advertisements, the respondents will be asked to rate seven Moore (1981) statements. The respondents will be asked to indicate the extent of their agreement or disagreement with these statements on a five point scale. These statements will range from 1 (for disagree very much) to 5 (for agree very much). The respondents will further be asked how frequently they involve themselves in specific forms of behavior. Similarly, the response will range from 1 (for never) to 5 (for nearly every time). A correlation analysis will be done afterwards in order in order calculate any correlation among the various variables. Expected results Various analyses will be carried out on the data collected in order to come up with the required measures. For the test-retest reliability, a respondents sample will be asked to fill another happiness collage after two weeks. A comparison of these two collages will help in calculating reliability. For this survey, the results will be presented in the form of a table as shown below. From the information, it will be easier for to use the various models such as to measure Richins and Dawson’s to measure the level. Table: Expected results Measure Examples Response scale Impression management I change my behaviors depending on those around me 1= Never 2= Sometimes 3= Mostly 4= A few times 5= All the time Selfishness My happiness is dependent on those around me 1=Never 2= Sometimes 3= Mostly 4= A few times 5= All the time Youth materialism scale, YMS I like buying expensive things 1=Never 2=No 3= Somehow 4= A few times 5= Always Self-esteem I feel very good about myself 1=Never 2=Sometimes 3= Mostly 4= A few times 5= All the time Conclusions From the analysis of the data presented with the use of the various models, it will be possible to find out whether or not teenagers who are highly motivated to view advertisements will be more likely to engage in social comparison with media figures. Furthermore, the information will help in establishing whether or not adolescent girls who participate in Enjo-kōsai are more likely to be interested in materialism. Moreover, it will help in establishing whether or not adolescent girls who participate in Enjo-kōsai are more likely to engage in comparison with media figures. The research results will further help in ascertaining whether or materialism social comparison is positively related to participation in compensated dating among teenagers. Finally, it will help in establishing the influences of media exposure on adolescents’ engagement in social comparison and their endorsement of materialistic values. 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