Mass Media and Aspiration Manipulation: An Experiment Altering Preferences Over Goals

Abstract

Mass media consumption has increasingly been found to adversely impact upon psychological states but research has largely neglected the potential influence of media on aspirations. An experiment demonstrates aspirational incomes to be dramatically altered by a textual narrative despite it not presenting any new information. The narrative is constructed to elicit peer comparison effects, a common element of a variety of media formats. The effect of the narrative rapidly dissipates when concentration is redirected to unrelated tasks however, suggesting any influence media presentations have on aspirations may only be fleeting. Nevertheless the results suggest that mass media might currently be augmenting aspirations with potential implications for satisfaction levels, educational attainment and risk preferences. Also the results imply preferences can be altered without new information being presented, a violation of individual decision making theory. An amendment to the theory is proposed.