Abstract

While studies of communication effects on consumer behavior of the young have focused mainly on the effects of mass media, little research has examined the effects of interpersonal communication. One finds relatively little theoretical and empirical work regarding the role of interpersonal communication in the development of materialistic values of young people. This article deals with one important type of interpersonal communication – family communication and the effect of religiosity in the communication process. It conceptualizes the family communication processes and effects, reviews literature regarding the role of family communication in the development of materialistic values of children and adolescents, and young adults and develops a set of propositions on the basis of theory research, and suggests directions for future research.

Key words: Materialism, family communication, religiosity.