The Media Boycotts Survey was a study that examined student attitudes towards consumer boycotts with a focus on the “Too Asian” controversy involving Maclean’s Magazine and its parent company, Rogers Communication. It all began with an article in the November 2010 issue of Maclean’s, which generated numerous responses, including one from the Chinese Canadian National Council.
This study provided important information on consumer behaviour and civic engagement, and was conducted by Ann Kim and Elena Chou from the Department of Sociology at York University in Toronto and Dr. Mie Kyung Jae from the Human Counselling and Welfare Programme at Inje University in Gimhae, South Korea.
This study was funded by Inje University and the York Centre for Asian Research.
The survey was conducted between May 2013 to May 2014 among college and university students in the Greater Toronto Area.