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The influence of advertising on the endorsement of personal values.
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The aim of this project is to examine the influence of advertising on the importance people attach to specific values like freedom, happiness, safety, etc. The project consists of two parts. In the first part, we will examine whether exposure to adverstising (that may or may not explicitely promote materialism) leads to the (momentary) adoption of materialistic values. In a second part, the focus will be more general. There, it will be investigated whether exposure to advertising leads to the adoptation of the any non-materialistic value that is 'advertised'.
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Project number:
3H051081
Duration of the project:
01.10.2006 - 30.09.2010
Funded research
Nederlands
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