Advertisements have been criticized for breeding materialists preoccupied with amassing material wealth at the cost of personal relationships and mental and physical wellbeing. In this context, the present study is an attempt to assess the impact of boost in materialism due to exposure to advertisements on the quality of life of the consumers. Data was conveniently collected from 380 respondents. Exploratory factor analysis revealed financial, social, psychological and health-related implications of increase in materialism due to advertising. The results of linear regression analysis further showed that boost in materialism due to exposure to advertising significantly impacts the quality of life of consumers. Practical implications of the study focus on suggesting advertising strategies designed to reduce the incidence of materialism on the life of consumers.

Advertisements, as we know today, are designed not only to sell goods and services, but also dreams and ideologies. They are instrumental in perpetuating fashions, propagating beliefs, reworking culture and values, and disseminating information, which influence the thought process and modify the behavior of consumers (Foley, 1997). On account of it therefore, past researchers and social scientists have expressed concerns over the effect of advertisements on public and private virtues (Haefner, 1991; Lavine et al., 1999; Pollay, 2000; Roy, 2006; and Schaffter, 2006).

One such area of worry, which has been much debated, is the escalation of materialism and consumerism by advertisements. It is believed that by exposing consumers to luxurious lifestyles and unaffordable products, advertisements enhance the material expectations of consumers and persuade them to achieve the same lifestyle as depicted in advertisements (Kelmen, 1961; and Richins, 1991). For this, consumers resort to senseless purchasing known to injure almost every aspect of their lives (Aleba, 2006).

Management Research Journal, Persuasive Advertising, Boost in Materialism, Food Security, Psychological Health, Social Implications, Constitutional Dimension, Impact on Quality of Life.