In their innovative and frequently cited study on the impact watching television (TV) has on income aspirations and happiness, Luigino Bruni and Luca Stanca 2006, henceforth B&S) offer an alternative explanation of Easterlin's income-happiness paradox: “television viewing in contemporary society, by raising material aspirations, contributes to offset the effect of higher income on individual happiness” (B&S, p. 225). More generally, the paper contributes to the literature of economic psychology, addressing the determinants and formation of preferences. While the theoretical analysis of B&S and the hypothesis on the effect of TV on material aspirations are well-grounded, the empirical evidence they present to corroborate the TV hypothesis is rather weak. After correcting a technical inaccuracy of B&S' empirical analysis one obtains results which no longer confirm a significant, positive and robust impact of TV consumption on material aspirations. As discussed in the third section, the revised empirical result does not disprove B&S' main hypothesis on the role of TV in shaping individual preferences. However, it suggests applying a more direct approach of measuring the effect of TV on aspiration than that performed in B&S's empirical analysis.

The paper addresses the question of whether TV consumption has an impact on material aspirations. We exploit a natural experiment that took place during the period in which Germany was divided. Owing to geographical reasons TV programs from the Federal Republic of Germany could not be received in all parts of the German Democratic Republic. Therefore a natural variation occurred in exposure to West German television. We find robust evidence that watching TV is positively correlated with aspirations. Our identification strategy implies a causal relationship running from TV to aspirations. This conclusion resists various sets of alternative specifications and samples.

The paper addresses the question of whether TV consumption has an impact on material aspirations. We exploit a natural experiment that took place during the period in which Germany was divided. Owing to geographical reasons, TV programs from the Federal Republic of Germany could not be received in all parts of the German Democratic Republic. Therefore, a natural variation occurred in exposure to West German television. We find robust evidence that watching TV is positively correlated with aspirations. Our identification strategy implies a causal relationship running from TV to aspirations. This conclusion resists various sets of alternative specifications and samples.