Exploring the Relationship Between Types of Tv Programs, Advertising, and Materialism: a Cultivation Theory Perspective

Eda Gurel-Atay, University of Oregon, USA
Lynn Kahle, University of Oregon, USA
Karen Ring, Universal McCann, USA
This research examines, by using a US national sample, the cultivation effect of certain types of TV programs (such as awards shows, films/movies, news, and sports programs) related to materialism. The mediating effect of paying attention to advertising on the relationship between materialistic TV viewing and materialism is also revealed.
[ to cite ]:
Eda Gurel-Atay, Lynn Kahle, and Karen Ring (2011) ,"Exploring the Relationship Between Types of Tv Programs, Advertising, and Materialism: a Cultivation Theory Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.