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All that glitters is not gold: do materialistic cues in advertising yield resistance?

Robert Freeman Cartwright (Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands)
Suzanna J. Opree (Erasmus Research Centre for Media, Communication and Culture, Erasmus University Rotterdam, Rotterdam, The Netherlands)

Young Consumers

ISSN: 1747-3616

Article publication date: 20 June 2016

522

Abstract

Purpose

This study aims to investigate emerging adults’ emotional responses to a commercial with materialistic cues, and the commercial’s perceived and actual effect on materialism – taking the role of pre-existing attitudes toward advertising into account.

Design/methodology/approach

The paper used a mixed-method design to gauge emotions evoked by materialistic cues both qualitatively and quantitatively. Emotions were assessed using both open-ended and close-ended questions. Perceived effectiveness was also measured using close-ended questions. To establish the commercial’s actual effect, an online experiment was conducted. In total, 179 individuals between the ages of 18 and 25 years participated.

Findings

Emerging adults’ pre-existing attitudes toward advertising predicted their emotional responses toward a commercial with materialistic cues (i.e. influencing whether they are negative, neutral or positive) as well as the perceived effectiveness of materialistic cues in advertising. A one-time exposure to a commercial with materialistic cues does not increase materialism.

Practical implications

Emerging adults who dislike advertising, tend to also dislike advertising with materialistic cues and perceive it as less effective. However, young consumers with an interest in advertising do appreciate the use of materialistic cues and perceive them as being effective. Although no actual effect was found, this could be a reason for advertisers to use materialistic cues.

Originality/value

This paper is the first to investigate consumers’ emotions toward materialistic cues, and to study their perceived and actual effect. Moreover, it is the first to examine the link between advertising exposure and materialism among emerging adults.

Keywords

Acknowledgements

This study was conducted by a group of communication science students at the University of Amsterdam enrolled in a research practice seminar in January 2014 convened by the second author. The authors readily acknowledge the contributions of the following (other) students in the design and conduct of the experiment: Marjo van den Akker, Theodora Baraliakou, Charlotte Batenburg, Annelieke van den Berg, Andreea Guguian, Luana Herrerias Stade, Aglaia Kontelli, Enrico Luppi, Niels Noorlander, Mariem Ras, Armina Stepan Cazazian, Maria Tenningås, Giulia Viotto, and Anna Zaikina.

Citation

Cartwright, R.F. and Opree, S.J. (2016), "All that glitters is not gold: do materialistic cues in advertising yield resistance?", Young Consumers, Vol. 17 No. 2, pp. 183-196. https://doi.org/10.1108/YC-12-2015-00573

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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