Susceptibility to Advertising and Perceived Friend Norms: A Meta-Analysis of Materialism in Youths “Meta-Analysis of Materialism in Youths” |
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| Authors: | Fernando De Oliveira Santini Wagner Junior Ladeira Claudio Hoffmann Sampaio Professor Rodrigo Gutterres |
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| Institution: | 1. Universidade do Vale do Rio dos Sinos - Campus de Porto Alegre, Escola de Negócios, Rio Grande do Sul, Porto Alegre, Brazil;2. Escola Superior de Propaganda e Marketing - Campus ESPM Sul, Escola de Negócios, Rio Grande do Sul, Porto Alegre, Brazilsantiniconsultores@terra.com.br;4. Universidade do Vale do Rio dos Sinos, Escola Superior de Escola de Negócios, Rio Grande do Sul, Sao Leopoldo, Brazil;5. FACE - Faculdade de Administra??o, Escola de Negócios, Rio Grande do Sul, Contabilidade e Economia, PPGA, Porto Alegre, Brazil |
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| Abstract: | This study presents a meta-analysis assessing the antecedents that are associated with the influence that advertising and friends' behaviours have on the formation of materialistic behaviours in youth. We carried out a systematic review in which we identified an initial 217 studies. Of these, 32 were ultimately included in the analysis. Our results revealed significant relationships for the constructs associated directly with susceptibility to advertising (advertising viewing attitudes, attention to advertising, celebrity endorsements in advertising, advertising exposure and TV viewing frequency) and for perceived friends' norms (friends' attitudes, social comparisons with friends and communication with friends) with materialism in youth. |
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| Keywords: | materialism meta-analysis perceived friend norms susceptibility to advertising |
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