Articles

An On-line Process Model of Second-Order Cultivation Effects: How Television Cultivates Material Values and Its Consequences for Life Satisfaction

Lj SHRUM, J. LEE, J. BURROUGHS, A. RINDFLEISCH

Human Communication Research

January 2011, vol. 37, n°1, pp.34-57

Departments: Marketing, GREGHEC (CNRS)


Two studies investigated the interrelations among television viewing, materialism, and life satisfaction, and their underlying processes. Study 1 tested an online process model for television’s cultivation of materialism by manipulating level of materialistic content. Viewing level influenced materialism, but only among participants who reported being transported by the narrative, supporting a processmodel in which cultivation effects for valuejudgments occur online during viewing. Study 2 further investigated television’s cultivation of materialism and its consequences for life satisfaction. A survey of U.S. respondents found cultivation effects for materialism and life satisfaction, and materialism mediated the cultivation effect for life satisfaction, suggesting that television’s specific cultivation of materialism (proximal effect) mediates a more general cultivation effect for life satisfaction (distal effect).


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