SOCIAL COMPARISON, ADVERTISEMENT & CONSUMER DISCONTENT

SOCIAL COMPARISON, ADVERTISEMENT & CONSUMER DISCONTENT

1. Impact of advertisment idealized images onconsumer's perception of their lives and material possesions

   • SOCIAL COMPARISON THEORY
     • people want to know about themselves--> compare to other
     • idealized media images can affect consumers by increasing their motivation to acquire more possesions
   • Increase consumer expectations and ideal happiness
     • Fall short of attaining this unrealistic life
     • The result is dissatisfaction and adesire of increased consumption
   • In the short-run advertisement has positive economic consequences but in the long-run it creates comsumer comparison or environmental damage