Linking Advertising, Materialism, and Life Satisfaction

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

Research output: Contribution to journalArticlepeer-review

54 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)79-101
Number of pages23
JournalSocial Indicators Research
Issue number1
Publication statusPublished - 2012 May

All Science Journal Classification (ASJC) codes

  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Sociology and Political Science
  • Social Sciences(all)


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