The Influence of Media Exposure on Materialism, Fashion Innovativeness and Cognitive Age: A Multi-Country Study

Abstract

Past research has demonstrated that the media have far-reaching impact and consequences on consumer behavior. However, most of it was done in Western countries, and it is likely that consumers’ attitudes toward media and their exposure to various types of media vary widely across countries (e.g., Zhang, et al. 2006). This research explores if there are any differences in the influence of media on important aspects of consumer behavior across different cultures. Based on the consumer socialization literature this research hypothesizes a significant relationship between mass media usage and cognitive age, fashion innovativeness, and materialism across three culturally diverse countries: India, Korea and the United States.