How consumer expertise moderates the relationship between materialism and attitude toward advertising

Talai Osmonbekov; Brian T. Gregory; Willam Brown; Frank Tian Xie

doi:10.1057/jt.2009.23

How consumer expertise moderates the relationship between materialism and attitude toward advertising

Talai Osmonbekov, Brian T. Gregory, Willam Brown, Frank Tian Xie

Business, The W.A. Franke College of (CoB)

Research output: Contribution to journal › Article › peer-review

17 Scopus citations

Abstract

Using a sample of 1854 consumers from the United States, China and Japan, this article investigates the relationship between materialism and attitudes toward advertising in general. The results suggest the materialism-attitudes toward advertising relationships is moderated by consumer expertise. The relationship is stronger when consumer expertise is high as opposed to low. Strategic implications of this research for practicing managers are discussed.

Original language	English (US)
Pages (from-to)	321-327
Number of pages	7
Journal	Journal of Targeting, Measurement and Analysis for Marketing
Volume	17
Issue number	4
DOIs	https://doi.org/10.1057/jt.2009.23
State	Published - Dec 2009

ASJC Scopus subject areas

Finance
Economics and Econometrics
Strategy and Management
Statistics, Probability and Uncertainty
Marketing

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10.1057/jt.2009.23

Cite this

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How consumer expertise moderates the relationship between materialism and attitude toward advertising

Abstract

ASJC Scopus subject areas

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