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Children's Advertising Exposure, Advertised Product Desire, and Materialism: A Longitudinal Study

机译：儿童的广告曝光，广告产品的欲望和唯物主义：一项纵向研究

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Previous studies have suggested that advertising exposure affects materialism among youth. However, this causal effect has not been investigated among children in middle childhood, who are in the midst of consumer development. Furthermore, the mechanism underlying this relation has not been studied. To fill these lacunae, this study focused on the longitudinal relation between children's television advertising exposure and materialism. We investigated advertised product desire as a mediating variable. A sample of 466 Dutch children (ages 8-11) was surveyed twice within a 12-month interval. The results show that advertising exposure had a positive longitudinal effect on materialism. This effect was fully mediated by children's increased desire for advertised products.
机译：先前的研究表明，广告曝光会影响年轻人的唯物主义。但是，尚未对处于消费发展中的中年儿童中的这种因果关系进行调查。此外，尚未研究这种关系的基础机制。为了填补这些空白，本研究着重研究儿童电视广告曝光与唯物主义之间的纵向关系。我们调查了广告产品的需求作为中介变量。在12个月的时间间隔内对466名荷兰儿童（8-11岁）进行了两次抽样调查。结果表明，广告曝光对唯物主义具有积极的纵向影响。儿童对广告产品的需求增加完全可以起到调节作用。

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