Social Indicators Research

, Volume 107, Issue 1, pp 79–101 | Cite as

Linking Advertising, Materialism, and Life Satisfaction

  • M. Joseph SirgyEmail author
  • Eda Gurel-Atay
  • Dave Webb
  • Muris Cicic
  • Melika Husic
  • Ahmet Ekici
  • Andreas Herrmann
  • Ibrahim Hegazy
  • Dong-Jin Lee
  • J. S. Johar


This paper develops theory related to advertising, materialism, and life satisfaction by formally testing explanations related to the antecedents and consequences of materialism. Survey data were collected from seven major cities each in a different country (Australia, Bosnia/Herzegovina, Germany, Egypt, Korea, Turkey, and the USA) using a probability sample (cluster sampling method involving income stratification). The results showed that the extent to which advertising is perceived to be materialistic contributes to materialism. Materialism, in turn, leads to the frequent use of various standards of comparison in making judgments about standard of living. As judgments about standard of living increase, standard of living is evaluated more negatively. In turn, negative self-evaluations contribute significantly to dissatisfaction with life.


Materialism Television viewership Materialistic advertising Evaluation of standard of living Life satisfaction 


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Copyright information

© Springer Science+Business Media B.V. 2011

Authors and Affiliations

  • M. Joseph Sirgy
    • 1
    Email author
  • Eda Gurel-Atay
    • 2
  • Dave Webb
    • 3
  • Muris Cicic
    • 4
  • Melika Husic
    • 4
  • Ahmet Ekici
    • 5
  • Andreas Herrmann
    • 6
  • Ibrahim Hegazy
    • 7
  • Dong-Jin Lee
    • 8
  • J. S. Johar
    • 9
  1. 1.Virginia Polytechnic Institute and State UniversityBlacksburgUSA
  2. 2.University of OregonEugeneUSA
  3. 3.University of Western AustraliaPerthAustralia
  4. 4.University of SarajevoSarajevoBosnia-Herzegovina
  5. 5.Bilkent UniversityAnkaraTurkey
  6. 6.St. Gallen UniversitySt. GallenSwitzerland
  7. 7.American University in CairoCairoEgypt
  8. 8.Yonsei UniversitySeoulKorea
  9. 9.California State UniversitySan BernardinoUSA

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