Images of ourselves: the good life in Twentieth Century advertising

Article Abstract:

The image of life depicted between 1900 and 1980 in advertisements in popular U.S. magazines is examined and evaluated using a longitudinal content analysis of the advertisements. It is found that the themes used in advertising have an effect on the perception of a progressively more luxurious and comfortable lifestyle in that period, although little proof was found for the contention of some that advertising has visually portrayed that perception. It was also discovered that evidence exists supporting the contention that recent advertising has increasingly shown consumption as an end rather than as a means to a state of well-being in consumers.

Analysis, Advertising, Life style, Lifestyles, Advertising research, Values, Values (Philosophy)

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Materialism: trait aspects of living in the material world

Article Abstract:

Previous consumer-behavior research has neglected materialism, an important aspect when conducting consumer research. Here are measured and tested measures for materialism and three subtraits: envy, non-generosity, and possessiveness, each of which are compared over three generations of consumers in the same families. Responses to a sentence completion task are used to explore measure validity even further. The results of the research indicate that the materialistic belief that happiness is just a purchase away is false, with avenues for further research discussed.

Materialism

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Crossover effects in the theory of reasoned action: a moderating influence attempt

Article Abstract:

The Fishbein and Ajzen behavioral intention model uses both cognitive and normative structure crossover linkages based on nine predictions taken from persuasion and false consensus research. The results of a new product trial behavior study are reported, in which it is shown that the normative structure attitude path is robust under all data subsets, seen through a maximum likelihood estimation of the model parameters. This contradicts the hypothesized relationships but supports other recent studies which suggest attitudinal dependence on social influence.

Product quality, New products, Product introduction

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