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

Talaibek D Osmonbekov, Brian T Gregory, Willam Brown, Frank Tian Xie

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

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
Volume17
Issue number4
DOIs
StatePublished - Dec 2009
Externally publishedYes

Fingerprint

Expertise
Japan
China
Advertising
Relationships
Materialism
Attitude toward advertising

ASJC Scopus subject areas

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

Cite this

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