The Effects of Advertising on Children’s Materialistic Orientations
Running head: ADVERTISING AND CHILDREN’S MATERIALISTIC ORIENTATIONS 1
The Effects of Advertising on Children’s Materialistic Orientations: A Longitudinal Study
ADVERTISING AND CHILDREN’S MATERIALISTIC ORIENTATIONS
2
Abstract Previous studies have suggested that advertising exposure affects materialistic orientations among youth. However, this causal effect has not been investigated among 8- to 11-year olds, who are in the midst of consumer development. Furthermore, the mechanisms underlying this relation have not been studied. In order to fill these lacunae, this study focused on the longitudinal relation between children’s advertising exposure and materialism. We investigated two possible mediators: advertised product desire and perceived reality of advertising. A sample of 466 Dutch children (ages 8 – 11) was surveyed twice within a 12month interval. Analyses showed that advertising exposure had a positive causal effect on materialism. This effect was fully mediated by children’s increased desire for advertised products and not by perceived reality. Keywords: children, advertising, materialism, product desire, perceived reality
ADVERTISING AND CHILDREN’S MATERIALISTIC ORIENTATIONS
3
The Effects of Advertising on Children’s Materialistic Orientations: A Longitudinal Study Since the 1960s audiences have had increasingly negative views of television advertising (Johnson & Young, 2003). The issue of advertising towards children has been an especially sensitive subject. Not only do many parents, consumer organizations and public policy officers consider this type of advertising to be unethical, but they are also concerned about undesired side-effects (Kunkel et al., 2004; Moore, 2004; Young, 2003). One of the main societal concerns regarding the harmful effects of children’s advertising is that advertising might stimulate materialistic orientations in children (Schor, 2005; Strasburger, 2001). Materialism in children is a cause for worry
The Effects of Advertising on Children’s Materialistic Orientations: A Longitudinal Study
ADVERTISING AND CHILDREN’S MATERIALISTIC ORIENTATIONS
2
Abstract Previous studies have suggested that advertising exposure affects materialistic orientations among youth. However, this causal effect has not been investigated among 8- to 11-year olds, who are in the midst of consumer development. Furthermore, the mechanisms underlying this relation have not been studied. In order to fill these lacunae, this study focused on the longitudinal relation between children’s advertising exposure and materialism. We investigated two possible mediators: advertised product desire and perceived reality of advertising. A sample of 466 Dutch children (ages 8 – 11) was surveyed twice within a 12month interval. Analyses showed that advertising exposure had a positive causal effect on materialism. This effect was fully mediated by children’s increased desire for advertised products and not by perceived reality. Keywords: children, advertising, materialism, product desire, perceived reality
ADVERTISING AND CHILDREN’S MATERIALISTIC ORIENTATIONS
3
The Effects of Advertising on Children’s Materialistic Orientations: A Longitudinal Study Since the 1960s audiences have had increasingly negative views of television advertising (Johnson & Young, 2003). The issue of advertising towards children has been an especially sensitive subject. Not only do many parents, consumer organizations and public policy officers consider this type of advertising to be unethical, but they are also concerned about undesired side-effects (Kunkel et al., 2004; Moore, 2004; Young, 2003). One of the main societal concerns regarding the harmful effects of children’s advertising is that advertising might stimulate materialistic orientations in children (Schor, 2005; Strasburger, 2001). Materialism in children is a cause for worry