Consumer Socialisation and Value Orientations among Estonian and Chinese Young People


Randi Wærdahl, Department of Sociology and Human Geography, University of Oslo, Boks 1096 Blindern, 0317 Oslo, Norway, Tel.: +47 22 85 84 70; Fax: +47 22 85 52 53. E-mail:


This paper asks if Estonian and Chinese tweens’ access to pocket money influences their brand valuation, as well as value orientations in the context of perceived peer popularity and personal well-being. Surveys conducted in autumns 2006 (China n = 188) and 2007 (Estonia n = 111) show an inherent cultural resistance among tweens in both countries towards using material standards to evaluate people and social relations. Access to own money correlates strongly with more consumerist values and strengthen the initial indications that individualist and expressive values are more highly esteemed by Estonian tweens, while social inclusion and approval are more vital for the Chinese.