| Author: | O'Guinn, T. Shrum, L. |
| Title: | The role of television in the construction of consumer reality |
| Journal: | Journal of Consumer Research
1997 : MAR, VOL. 23:4, p. 278-294 |
| Index terms: | MARKETING CONSUMER RESEARCH TELEVISION ADVERTISING |
| Language: | eng |
| Abstract: | This article presents the results of a two-study inquiry into a particular type of consumer socialization: the construction of consumer social reality via exposure to television. In study 1, estimates of the prevalence of products and activities associated with an affluent lifestyle were positively related to the total amount of television respondents watched. The amount of television viewing was shown to function as a mediating variable between the demographic variables income and education and the affluence estimates. |
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