International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


The Role of Family Communication and Television Viewing in the Development of Materialistic Values among Young Adults. A Review.
Eric Vincent Bindah, Prof. Dr. Md Nor Othman

While studies of communication effects on consumer behavior of children and adolescents have focused mainly on the effects of mass media (advertising in particular), little research has examined the effects of interpersonal communication among young adults. One finds relatively little theoretical and empirical work regarding the role of interpersonal communication in the development of materialistic values of young adults. This article deals with one important type of interpersonal communication—family communication. It conceptualizes the family communication processes and effects based on scientific and empirical research, and propose a conceptual framework which encompasses family communication, television viewing and materialism. The role of family communication and television viewing on materialism is examined and in particular, the role of family communication on materialistic values among young adults, through television viewing is examined. Lastly, a set of propositions on the basis of theory research is developed.

Full Text: PDF