The Effect of Advertising Information on Materialism and Buying Behavior – An Empirical Study

The objective of this study is to determine the effect of exposure to information in television advertisements on the consumer buying behavior in the Kingdom of Saudi Arabia (KSA). The study also explores the influence of television advertisements on materialism as a personality trait of consumers. The data was collected in Riyadh, KSA, through self-administered questionnaires using a convenience sampling technique. Out of 180 responses, 164 were chosen for the purpose of the study and analyzed for descriptive statistics as well as the relationship between information, materialism and buying behavior. A significant positive relationship was found between all dimensions. Information had the maximum effect on buyer behavior, which relates to the need for cognition in consumers. The advertisers need to develop campaigns with the objective of generating awareness about the offerings and also providing information.