Abstract
Given the economic climate the United States is facing, understanding how consumers are socialized could help lead to solutions that could alleviate the average citizen's financial outlook. This study sought to explain the influence of coviewing on materialism among college students. Eighty-one undergraduates were surveyed about their exposure to television, frequency of coviewing with peers, and materialistic attitudes. For those students who coview more often, there is a positive relationship between television exposure and materialistic attitudes, r (48) = 0.294, p < .05. Given the negative impact of materialism on a person's life, the need to bring awareness to these findings is discussed.
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