Siu, Hong Kong Baptist University Researchers have observed that the marketing behavior of Chinese small firms in Hong Kong is distinct. The reasons for such differences are unclear but a possible explanation may be found in the influence of Chinese cultural values and the specific business environment of Hong Kong. Interestingly, however, researchers do not elaborate clearly how and to what extent Chinese cultural values exhibit influences upon the adoption of marketing philosophies of Chinese small firms. A tentative theory of the adoption of marketing philosophies of Chinese small firms is proposed. This study examines whether reactance determines the behavior of young consumers and examines individual differences that moderate such reactance.
Findings indicate that reality reflects theory.
Regardless of gender, adolescents prefer certain products more when parents signal disapproval, but younger children tend to conform to parent's preferences. Respondents rated eight different factors in terms of their importance in the purchasing decision. Ordinal probit models were estimated to test for differences in ratings between distinct respondent groups. The results showed that potato appearance was the most influential factor. Potato size and type were other key considerations while price was only moderately important.