- The effects of advertising on children’s materialistic orientations: a longitudinal study
- Conference papers: International Communication Association: annual meeting
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
Previous studies have suggested that advertising exposure affects materialistic orientations among youth. However, this causal effect has not been investigated among 8- to 11-year olds, who are in the midst of consumer development. Furthermore, the mechanisms underlying this relation have not been studied. In order to fill these lacunae, this study focused on the longitudinal relation between children’s advertising exposure and materialism. We investigated two possible mediators: advertised product desire and perceived reality of advertising. A sample of 466 Dutch children (ages 8 - 11) was surveyed twice within a 12-month interval. Analyses showed that advertising exposure had a positive causal effect on materialism. This effect was fully mediated by children’s increased desire for advertised products and not by perceived reality.
- Proceedings title: Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA,
May 25, 2011
Publisher: International Communication Association
Place of publication: Washington, DC
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