Advertising research: message, medium and context pages:335-342
This paper examines the possibility that children’s exposure to television commercials leads to the adoption of materialism. Nine–to-twelve year–old children were exposed to experience-oriented ads (e.g. a holiday) or to materialistic ads (e.g. action figures) or no ads at all (control condition). Children in the materialistic ad condition indicated to be more materialistic than the children in the experiential condition and the control condition. Parents were asked about their child’s perceived materialism level. Interestingly, parents can estimate their children’s materialism rather well. Unfortunately, the children’s materialism may cause parent-child conflicts due to parents’ denial of purchasing advertised goods.