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

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.



Citation:

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.

Authors

Eda Gurel-Atay, University of Oregon, USA
Lynn Kahle, University of Oregon, USA
Karen Ring, Universal McCann, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More

Featured

N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.