Title: The effect of advertising on children’s materialism
Authors: Janssens, Kim
Pandelaere, Mario
Issue Date: 2009
Publisher: Garant
Host Document: Advertising research: message, medium and context pages:335-342
Abstract: 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.
ISBN: 9789044123876
Publication status: published
KU Leuven publication type: IHb
Appears in Collections:Leuven School for Mass Communication Research

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