How consumer expertise moderates the relationship between materialism and attitude toward advertising

Talai Osmonbekov, Brian T. Gregory, Willam Brown, Frank Tian Xie

Research output: Contribution to journalArticle

12 Scopus citations


Using a sample of 1854 consumers from the United States, China and Japan, this article investigates the relationship between materialism and attitudes toward advertising in general. The results suggest the materialism-attitudes toward advertising relationships is moderated by consumer expertise. The relationship is stronger when consumer expertise is high as opposed to low. Strategic implications of this research for practicing managers are discussed.

Original languageEnglish (US)
Pages (from-to)321-327
Number of pages7
JournalJournal of Targeting, Measurement and Analysis for Marketing
Issue number4
StatePublished - Dec 1 2009
Externally publishedYes


ASJC Scopus subject areas

  • Finance
  • Economics and Econometrics
  • Strategy and Management
  • Statistics, Probability and Uncertainty
  • Marketing

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