Television
Shrum, Burroughs and Rindfleisch build on research showing that television viewing cultivates perceptions of how common affluence is, through a memory-based process that relies on judgmental heuristics. They examine whether cultivation effects extend to consumer values such as materialism and whether such value judgments are also processed heuristically. A survey and an experiment suggest television cultivates materialism through an online process in which its influence is enhanced by active processing during viewing, in contrast to prevalence judgments.
Shrum, Burroughs and Rindfleisch build on research showing that television viewing cultivates perceptions of how common affluence is, through a memory-based process that relies on judgmental heuristics. They examine whether cultivation effects extend to consumer values such as materialism and whether such value judgments are also processed heuristically. A survey and an experiment suggest television cultivates materialism through an online process in which its influence is enhanced by active processing during viewing, in contrast to prevalence judgments.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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s Cultivation of Material Values.' Journal of Consumer Research, 32(3), 473-479. doi:10.1086/497559.