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This article experiments with the use of popular novels to study the meanings of money and property in two important Asian nations, Mainland China and Taiwan. From important dictionaries of Chinese literature, we selected eight mid-length novels published in the respective countries from 1974 to 1982. Our reading of these 16 novels reveals that Taiwanese novels depict a more capitalistic culture and higher socioeconomic level than the Mainland novels do, whereas the Mainland novels place party leaders and intellectuals on a higher level than the Taiwan novels do, higher than businessmen. In both cultures, wealth is fundamentally evil. On the Mainland, wealth is said to destroy families, interfere with serious thinking, and lead to superficiality. In Taiwan, it brings tribulation, and it is far less important than simplicity, deep thinking, conformity, and responsibility. Finally, the Mainland novels blame government bureaucrats for all the troubles, whereas the Taiwan novels blame the meddling capitalists, especially American businessmen.

This study seeks to determine if body image disturbance and eating disorders that have plagued Western women are now becoming more common in Asia as well. Additionally, it attempts to examine perceptions of the impact of models in advertising in both cultures. The third person effect which states that people believe the media impacts others more than themselves is tested to determine if this contributes to behaviors related to body image. A comparison of responses from young women inHong Kong and the US indicate that both cultures are similar in the degree of body dissatisfaction and dieting behavior exhibited. However, Western women spend significantly more time exercising and are more willing to have plastic surgery to improve their appearance. The third person effect appears robust across cultures, but generally does not contribute significantly to explaining body image related attitudes and behaviors. The results have important implications for both third person effect and cross cultural consumer behavior.