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Television's Cultivation of Material Values

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  • L. J. Shrum
  • James E. Burroughs
  • Aric Rindfleisch

Abstract

Prior research has shown that television viewing cultivates perceptions of the prevalence of societal affluence through a memory-based process that relies on the application of judgmental heuristics. This article extends this research by examining (1) whether cultivation effects generalize to consumer values such as materialism and (2) whether these values judgments are also processed in a heuristic manner. Data from both a survey and an experiment suggest that television cultivates materialism through an online process in which television's influence is enhanced by active (rather than heuristic) processing during viewing. This finding stands in contrast to the cultivation of prevalence judgments, which are attenuated by active processing during judgment elicitation. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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Bibliographic Info

Article provided by University of Chicago Press in its journal Journal of Consumer Research.

Volume (Year): 32 (2005)
Issue (Month): 3 (December)
Pages: 473-479

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Handle: RePEc:ucp:jconrs:v:32:y:2005:i:3:p:473-479

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Web page: http://www.journals.uchicago.edu/JCR/

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Cited by:
  1. Frey, Bruno S. & Benesch, Christine & Stutzer, Alois, 2007. "Does watching TV make us happy?," Journal of Economic Psychology, Elsevier, vol. 28(3), pages 283-313, June.
  2. Guillen, Pablo & Wu, Kevin, 2012. "Social Comparison, Aspirations and Priming: When Fiction is as Powerful as Fact," Working Papers 2012-02, University of Sydney, School of Economics.
  3. Hyll, Walter & Schneider, Lutz, 2013. "The causal effect of watching TV on material aspirations: Evidence from the “valley of the innocent”," Journal of Economic Behavior & Organization, Elsevier, vol. 86(C), pages 37-51.
  4. M. Sirgy & Eda Gurel-Atay & Dave Webb & Muris Cicic & Melika Husic & Ahmet Ekici & Andreas Herrmann & Ibrahim Hegazy & Dong-Jin Lee & J. Johar, 2012. "Linking Advertising, Materialism, and Life Satisfaction," Social Indicators Research, Springer, vol. 107(1), pages 79-101, May.

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