), the effect of advertising on their material values has not been studied before.For this reason, it is crucial to study materialism as a result of advertising exposure among younger children.All items of the MVS-c were formulated in a clear language and address types of possessions that are relevant in children’s lives (Opree et al. Furthermore, the number of response options was reduced from five to four, because neutral response options need to be avoided in research among children; children have difficulty distinguishing a difference in meaning between options when six or more are used (Borgers et al. The MVS-c was proven valid and reliable in measuring materialism among eight- to eleven-year-olds.The original MVS-c authors also tested two shorter versions of the scale.
Hence, the MVS treats materialism as a second-order construct and material centrality, material happiness, and material success as underlying first-order constructs. ) aims to measure materialism among children through material centrality, material happiness, and material success.
There are three main advantages of the MVS-c over the collage measurement.
Firstly, the close-ended scale is more time-efficient than the collage while measuring young children’s materialism.
The MVS-c was presented orally in a structured interview and with the aid of visual response options.
We examined the factorial structure, reliability, and construct validity of the full-length 18-item scale as well as the shorter 6- and 3-item versions.
Search for validating children:
Secondly, the MVS-c is more detailed than the collage, as it differentiates the three dimensions of materialism proposed by Richins and Dawson (), whereas the collage does not.