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Journal of Promotion Management Volume 24, 2018 - Issue 2
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Original Articles

Susceptibility to Advertising and Perceived Friend Norms: A Meta-Analysis of Materialism in Youths “Meta-Analysis of Materialism in Youths”

Fernando De Oliveira SantiniUniversidade do Vale do Rio dos Sinos - Campus de Porto Alegre, Escola de Negócios, Rio Grande do Sul, Porto Alegre, Brazil;Escola Superior de Propaganda e Marketing - Campus ESPM Sul, Escola de Negócios, Rio Grande do Sul, Porto Alegre, BrazilCorrespondence[email protected]
, PhD,
Wagner Junior LadeiraUniversidade do Vale do Rio dos Sinos, Escola Superior de Escola de Negócios, Rio Grande do Sul, Sao Leopoldo, Brazil
,
Claudio Hoffmann SampaioFACE - Faculdade de Administração, Escola de Negócios, Rio Grande do Sul, Contabilidade e Economia, PPGA, Porto Alegre, Brazil
&
Professor Rodrigo GutterresFACE - Faculdade de Administração, Escola de Negócios, Rio Grande do Sul, Contabilidade e Economia, PPGA, Porto Alegre, Brazil
Pages 178-197 | Published online: 21 Sep 2017
 
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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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