Since late 1979, advertising in China has experienced substantial sustained growth. Studies found that Chinese consumers were positive and optimistic about advertising's economic and social advantages and consequences (Pollay et al. 1990), with many consumers taking the lead from advertisements to guide their consumption preferences (Britt 1974; Cheng 2000). One problem global marketers face in China is how to make advertisements suitable in a Chinese cultural context. McDermott and Choi (1997) indicate in their research some interesting psychographic characteristics of urban Chinese consumers, claiming they are optimistic about the future, positively disposed to trying new products, represent sophisticated consumers who make well-informed purchase choices, and regularly save to invest in healthcare and their children's education.