Understanding consumption related values from advertising

A content analysis of television commercials from India and the United States

Bibliographic Data

ID9849276
AuthorsSubir Sengupta (The Pennsylvania State University, College of Communications, 124 Carnegie Building, University Park, PA 16802, U.S.A., corresponding author)
Year1996
Volume57
Issue2
Pages81-96
Publication date1996-04-01
Open AccessYes
TypeARTICLE
VenueGazette (Leiden Netherlands (JOURNAL)
Journal identifiersISSN: 0016-5492 • E-ISSN: 1460-3594
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/001654929605700201
OpenAlexW1971046538
LanguageEN
Citations received1
References cited22

The present study focuses on understanding consumption related values currently prevailing in India. In order to examine if the consumption related values of the people in India are similar to those found in developed economies, the U.S. was used as a benchmark. These values were examined by content analyzing television commercials from the two countries. The results suggest that materialism as well as hedonistic consumption values have become somewhat important to Indians, but India is still not a mature consumer society with values that parallel the U.S

Advertising · Business · Consumption (sociology · Content analysis · Materialism · Order (exchange · Social science · Sociology · Consumer Behavior in Brand Consumption and Identification · Marketing · Media, Gender, and Advertising · South Asian Cinema and Culture

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