Is Other-Directedness on the Increase? An Empirical Test of Riesman's Theory of Social Character
George M. Zinkhan, Ali Shermohamad
Journal of Consumer Research · 1986 · Volume 13 · Issue 1
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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