Is Other-Directedness on the Increase? An Empirical Test of Riesman's Theory of Social Character

George M. Zinkhan · Ali Shermohamad

19 citations0/0 files storedJournal of Consumer Research

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Media, Gender, and Advertising American History and Culture Cultural Differences and Values

Abstract

The historical trend in other-directedness, predicted by Riesman's theory of social character, is examined through a content analysis of 30 years of advertising that appeared in the Ladies' Home Journal and Popular Science magazines. Overall, the results of this trend analysis provide some support for Riesman's theory, especially in the case of a male-oriented publication.

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1950The Lonely Crowd 1982Other-directedness in Consumer-goods Advertising: A Test of Riesman’s Historical Theory

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1995A Semiotic Approach to Determining the Sins and Virtues Portrayed in Advertising 1990Achievement and affiliation motivation

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