“…Chronic attention to prevalent and conceptually congruent media representations, therefore, increases the probability of salient, recurring, and affective aspects of these representations significantly inflecting a viewer's mnemonic structures and concomitant conceptions of reality (Morgan & Shanahan, 2010;Nabi & Riddle, 2008). Following this theorizing, a growing body of cultivation research argues that heavy television consumption cultivates materialism, because television is rife with content that explicitly links wealth, fame, and luxury to happiness, success, and status (Good, 2007;Lewallen et al, 2016;Opree & Kühne, 2016;Yang et al, 2008). As this research so far consists of cross-sectional studies and a couple of experiments, it can only provide a tentative account of how materialism cultivation -a longitudinal phenomenon, actually occurs.…”