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The Impact of Television Advertising on Consumerism and Emotional Attachment among People

Authors

1 Management, Humanities, University of Guilan, Rasht, Iran

2 Management, Humanity, University of Guilan, Rasht, Iran.

Abstract

Nowadays environment of each person is dominated by massive amounts of different advertising messages in the society that is produced and presented with the aim of influencing on different segments of society from various media. Advertising has a profound effect on shaping people's consumption behavior, so these advertising messages have various positive and negative effects on social relations. The purpose of this study was to evaluate the impact of television advertising on increasing consumerism and consequently to the reduction in emotional attachment of individuals. This research is practical in terms of research purpose and is Experimental Research in terms of its nature and is survey in terms of research strategies. The statistical population of this research is people in the city of Rasht that are exposed to television advertising. So for examining hypotheses, a questionnaire was distributed among 309 participants. To test the hypothesis, is used correlation method and structural equation modeling and typically SPSS 20 and AMOS 22 software. The results indicate that the pressure of advertising have a significant effect on the consumerism, Attitude to advertising and emotional attachment variables. Also the influence of advertising attitude on consumerism and the influence of consumerism on emotional attachment has been proven. On the other hand findings of this study indicate that Attitude to advertising had no significant effect on emotional attachment.

Keywords

References

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Cultural Studies & Communication
Volume 15, Issue 56
December 2019
Pages 197-224
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