Linking advertising, materialism, and life satisfaction
Author
Sirgy, M. J.
Gurel-Atay E.
Webb, D.
Cicic, M.
Husic, M.
Ekici, A.
Herrmann, A.
Hegazy, I.
Lee, Dong-Jin
Johar, J. S.
Date
2012Source Title
Social Indicators Research
Print ISSN
0303-8300
Publisher
Springer Netherlands
Volume
107
Issue
1
Pages
79 - 101
Language
English
Type
ArticleItem Usage Stats
137
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854
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Abstract
This paper develops theory related to advertising, materialism, and life satisfaction by formally testing explanations related to the antecedents and consequences of materialism. Survey data were collected from seven major cities each in a different country (Australia, Bosnia/Herzegovina, Germany, Egypt, Korea, Turkey, and the USA) using a probability sample (cluster sampling method involving income stratification). The results showed that the extent to which advertising is perceived to be materialistic contributes to materialism. Materialism, in turn, leads to the frequent use of various standards of comparison in making judgments about standard of living. As judgments about standard of living increase, standard of living is evaluated more negatively. In turn, negative self-evaluations contribute significantly to dissatisfaction with life. © 2011 Springer Science+Business Media B.V.
Keywords
Evaluation of standard of livingLife satisfaction
Materialism
Materialistic advertising
Television viewership
Advertising
Living standard
Quality of life
Television