Dan, Id also have thought word-of-mouth would get much greater importance in China, so possibly BIGresearch's methodology or sampling is suspect. Its also curious to see that internet advertising is far more influential in China than it is in the US, possibly because of its relative novelty. But the biggest surprise is the great faith that Chinese consumers have in articles in the press. Perhaps the most cost-effective marketing strategy for western firms in China is simply to bribe journalists to write nice things about their products. Im joking of course.. Geoff