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Television's Cultivation of Material Values

Author

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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..

Suggested Citation

  • L. J. Shrum & James E. Burroughs & Aric Rindfleisch, 2005. "Television's Cultivation of Material Values," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 473-479, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:473-479
    DOI: 10.1086/497559
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    Citations

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    Cited by:

    1. Bagozzi, Richard P. & Ruvio, Ayalla A. & Xie, Chunyan, 2020. "The material self," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 661-677.
    2. Jaspers, Esther, 2018. "Opening up on consumer materialism," Other publications TiSEM a21cb1c8-5af1-46cc-9ea0-a, Tilburg University, School of Economics and Management.
    3. Elodie Gentina & L. J. Shrum & Tina M. Lowrey & Scott J. Vitell & Gregory M. Rose, 2018. "An Integrative Model of the Influence of Parental and Peer Support on Consumer Ethical Beliefs: The Mediating Role of Self-Esteem, Power, and Materialism," Journal of Business Ethics, Springer, vol. 150(4), pages 1173-1186, July.
    4. Yanping Gong & Xiuyuan Tang & Julan Xie & Long Zhang, 2022. "Exploring the Nexus Between Work-to-Family Conflict, Material Rewards Parenting and Adolescent Materialism: Evidence from Chinese Dual-Career Families," Journal of Business Ethics, Springer, vol. 176(3), pages 593-607, March.
    5. Marco Gui & Luca Stanca, 2009. "Television Viewing, Satisfaction and Happiness: Facts and Fiction," Working Papers 167, University of Milano-Bicocca, Department of Economics, revised Jul 2009.
    6. Russell Belk, 2011. "Benign envy," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 117-134, December.
    7. Monica Guillen-Royo, 2019. "Television, Sustainability and Subjective Wellbeing in Peru," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 141(2), pages 895-917, January.
    8. Marcelo Vinhal Nepomuceno & Michel Laroche, 2017. "When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation," Journal of Business Ethics, Springer, vol. 143(3), pages 467-483, July.
    9. Lee, Hyunjung Crystal & Chugani, Sunaina & Namkoong, Jae-Eun, 2022. "The role of entitlement and perceived resources in gratitude’s effect on materialism: Longitudinal and situational effects," Journal of Business Research, Elsevier, vol. 139(C), pages 993-1003.
    10. Buddhika Bellana & Abhijit Mahabal & Christopher J. Honey, 2022. "Narrative thinking lingers in spontaneous thought," Nature Communications, Nature, vol. 13(1), pages 1-16, December.
    11. Garima Gupta & Aastha Verma Vohra, 2019. "Social Media Usage Intensity: Impact Assessment on Buyers’ Behavioural Traits," FIIB Business Review, , vol. 8(2), pages 161-171, June.

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