The relationship of self‐monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self‐monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults. Constructs were measured with Snyder’s Self‐Monitoring Scale, the Material Values Scale, the Consumer Involvement Profile, and a scale measuring market alienation. Self‐monitoring was positively related to materialism, to clothing involvement, and to interest in marketplace events and brands. Discusses implications for the meaning of self‐monitoring and the use of personality in explaining consumption behavior. Suggests implications for marketing strategy.

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Using content analysis, the author examined sex role stereotyping in television commercials aimed at children in the United States and Australia. The goals of the study were to: (1) provide current data on level and content ofgender stereotyping, (2) compare levels ofstereotyping in two countries, and (3) assess stereotyping olsell-presentational behaviors. Results are consistent with those ofpreuious research in that boys were depicted as being more knowledgeable, active, aggressive, and instrumental than girls. Nonverbal behaviors involving dominance and control were associated more with boys than girls. Country-related differences in ratios 01boys to girls in the commercials and demonstrations 01licensed withdrawal, function ranking, and utilitarian contact were observed.

In this study lottery gambling behavior of 288 American college students was examined. Although most students were infrequent gamblers, we found that student lottery gambling was related to having parents and friends who were lottery gamblers. Students who were frequent lottery gamblers were more likely to participate in other forms of gambling and to have begun gambling at younger ages than less frequent gamblers. Locus of control was related to more frequent gambling among parents and only marginally related to more frequent lottery play among students. Discriminant analysis using parental gambling, peer gambling, games played, sex, and locus of control could predict frequency of lottery playing for 72% of gamblers and nongamblers.

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