The effects of television advertising on materialism and life satisfaction: A study with Algerian university students
Main Article Content
Abstract
Previous research in the unintended effects of television advertising has been conducted largely in Western countries with little research being conducted in other setting. The results suggest that The development of people’s satisfaction with life seems to contradict the growth in materialistic consumption promoted by advertising messages. This study examined the effects of television advertising on materialistic tendencies and life satisfaction in a non-Western setting. In a first step, a conceptual model based on existing hypotheses was developed, and in a second step, this model was tested using a sample of 131 Algerian students. Using
regression analysis and structural equation modeling, the findings show that advertising exposure is positively related to materialism and negatively related to life satisfaction. The results suggest that the effects of advertising on both materialism and life satisfaction could be moderated by the extent to which advertising is perceived to be materialistic. Materialism, in turn, contributes significantly to dissatisfaction with life.
Article Details
References
الرماني، زید بن محمد ( 1994 )، المفاهیم الاستهلاكیة في ضوء القرآن والسنة النبویة، دعوة
الحق، سلسلة شهریة تصدر عن ا ربطة العالم الاسلامي، ( 1415 ه/ 1994 م)،السنة 13 ، ع
.154
السالوسي، منى علي ( 2002 )، مبادئ التربیة الاقتصادیة للمستهلك في الإسلام، كتاب ندوة
التربیة الاقتصادیة والإنمائیة في الإسلام، مركز صالح للاقتصاد الاسلامي، جامعة الأزهر،
.251- القاهرة، 217
.20 -5 ، 3. الولي محمد ( 2007 )، الإشهار أفیون الشعوب، مجلة علامات (المغرب)، ع 27
بلحاج، طارق ( 2016 )، محددات التسویق في الإسلام وأثرها على السلوك التسویقي
للمؤسسات الاقتصادیة، رسالة دكتو ا ره غیر منشورة، جامعة الج ا زئر
تیغزة، أمحمد ب وزیان ( 2012 )، التحلیل العاملي الإستكشافي والتوكیدي؛ مفاهیمهما ومنهجیتهما
دار المسیرة للطباعة والنشر، الأردن. ،LISREL ولیزرل SPSS بتوظیف حزمة
غیشي عبد العالي ( 2016 )، تقییم جودة خدمات الحكومة الإلكترونیة من منظور تسویقي،
رسالة دكتو ا ره غیر منشورة، جامعة الج ا زئر.
Ahuvia Aaron & Wong Nancy (1995) ,"Materialism: Origins and
Implications For Personal Well-Being", in E - European Advances in
Consumer Research Volume 2, eds. Flemming Hansen, Provo, UT :
Association for Consumer Research, Pages: 172-178.
Andrews, F. M., & Crandall, R. (1976). The validity of measures of
self-reported well-being. Social Indicators Research, 3(1), 1-19.
Atay Gurel, Sirgy Joseph, Cicic Muris, & Husic Melika (2009),
Extending the Research in Relation to Materialismand Life
Satisfaction", Advances in Consumer Research, Vol 36, 225-233.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator
variable distinction in social psychological research: Conceptual,
strategic, and statistical considerations. Journal of personality and
social psychology, 51(6), 1173.
Bebko, C. P. (2011). Consumption and materialism: Marketing's
interface with consumer responsibility. Journal of Behavioral Studies
in Business, 4, 1-6.
Bindah, E. V., & Othman, M. N. (2012). A conceptual model of the
determinants of life satisfaction among young adult consumers.
International Business and Management, 4(1), 28-36.
Bruni, L., & Stanca, L. (2005). Income aspirations, television and
happiness, Department of Economics, Working Paper Series,
University of Milan – Bicocca n. (No. 89), 1-30.
Bruni, L., & Stanca, L. (2006). Income aspirations, television and
happiness: Evidence from the world values survey. Kyklos, 59(2),
-225.
Buijzen, M., & Valkenburg, P. M. (2003). The effects of television
advertising on materialism, parent–child conflict, and unhappiness: A
review of research. Journal of Applied Developmental Psychology,
(4), 437-456.
Burroughs, James E. and Aric Rindfleisch. 2002. Materialism and
Well-Being: A Conflicting Values Perspective. Journal of Consumer
Research, 29: 348–370.
Chan, K. (2003) Materialism among Chinese children in Hong Kong.
International Journal of Advertising and Marketing to Children, 4 (4),
pp.47-61.
Chan, K. (2013). Development of materialistic values among children
and adolescents. Young Consumers, 14(3), 244-257.
Chan, Kara, & Gerard Prendergast (2008), Social comparison,
imitation of celebrity models and materialism among Chinese youth,
International Journal of Advertising, 27(5) 799-826.
Diener, E. D., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The
satisfaction with life scale. Journal of personality assessment, 49(1),
-75.
Fellows, K. J. (2012). Materialism and Psychological Well-being: A
Meta-analytic Study, Master thesis, Brigham Young University –
Provo.
Frey, B. S., Benesch, C., & Stutzer, A. (2007). Does watching TV
make us happy?. Journal of Economic psychology, 28(3), 283-313.
Fromm Erich (2008), The Sane Society, Routledge & Kegan Paul (
Taylor az Francis Group), United Kingdom.
Frunzaru, V., & Popa, E. M. (2015) Materialistic values, shopping,
and life satisfaction In Romania. Revista Romana de Sociologie,
(3/4), 299-313.
Gu, F. F., & Hung, K. (2009). Materialism among adolescents in
China: a historical generation perspective. Journal of Asia Business
Studies, 3(2), 56-64.
Gui, M., & Stanca, L. (2009). Television viewing, satisfaction and
happiness: Facts and fiction. Department of Economics University of
Milan , Italy. Working Paper Series, Bicocca (No. 167), 1-27.
Holbrook, M. B. (1987). Mirror, mirror, on the wall, what's unfair in
the reflections on advertising?. The Journal of Marketing, 95-103.
Johansson, J. K. (2011). Why marketing needs reform. In J. N. Sheth
& R. S. Sisodia (Eds.), Does marketing need reform?: fresh
perspectives on the future: 37–44. Armonk, NY: ME Sharpe
Kasser, Tim (2002), The High Price of Materialism, Cambridge, MA:
MIT Press.
Loy, D. R. (1997). The religion of the market. Journal of the American
Academy of Religion, 65(2), 275-290.
Malhotra, N. K., Wu, L., & Allvine, F. (2006). Marketing Reform:
The Case of Excessive Buying. In J. N. Sheth & R. S. Sisodia (Eds.),
Does marketing need reform?: fresh perspectives on the future: 45–53.
Armonk, NY: ME Sharpe.
Modiano Julian, Does Advertising Encourage Materialism in Society
and
Individuals?,https://julianmodiano.files.wordpress.com/2015/06/abc2.
Moschis George & Moore Roy (1982), A Longitudinal Study of
Television Advertising Effects, Journal of Consumer Research, 9(3)
-286.
Moschis, G., Sim Ong, F., Mathur, A., Yamashita, T., & Benmoyal-
Bouzaglo, S. (2011). Family and television influences on materialism:
a cross-cultural life-course approach. Journal of Asia Business
Studies, 5(2), 124-144.
Muncy, J. A., & Eastman, J. K. (1998). Materialism and consumer
ethics: An exploratory study. Journal of Business Ethics, 17(2), 137-
Richins Marsha (1987) ,"Media, Materialism, and Human Happiness",
in NA - Advances in Consumer Research Volume 14, eds. Melanie
Wallendorf and Paul Anderson, Provo, UT : Association for
Consumer Research, Pages: 352-356.
Richins Marsha (2004), The Material Values Scale: Measurement
Properties and Development of a Short Form, Journal of Consumer
Research, 31(1) 209-219.
Richins, Marsha & Scott Dawson (1992), A Consumer Values
Orientation for Materialismand its Measurement: Scale Development
and Validation. Journal of Consumer Research, 19 (December): 303–
Oliver, Richard (1980), A cognitive model of the antecedents and
consequences of satisfaction decisions, Journal of marketing research,
(4) 460-469.
Opree, S. J., Buijzen, M., & Valkenburg, P. M. (2012). Lower life
satisfaction related to materialism in children frequently exposed to
advertising. Pediatrics, 130(3), e486-e491.
Opree, S. J., Buijzen, M., van Reijmersdal, E. A., & Valkenburg, P.
M. (2014). Children’s advertising exposure, advertised product desire,
and materialism: A longitudinal study. Communication Research,
(5), 717-735.