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The current paper compared the role of teleshopping commercials of two TV channels on buying the advertised products among women of Tehran as the addressees of the commercials. The TV channels studied were Bazaar which was a national and governmental channel, and GEM TV which was a universal and non-governmental channel. This study was carried out in the form of a survey using questionnaires. The population of the sample was calculated to be 400 people. Subjects were chosen using snowball sampling. Collected data using questionnaires were analyzed by SPSS. The analysis showed that buying teleshopping products was not significant. Despite this fact, the possibility of a correlation between individual differences, and stimulating variables and teleshopping exposure, impulse buying urge, and buying was confirmed. On the other hand, despite the the study hypotheses, it was shown that money available did not influence on teleshopping exposure, and impulse buying urge. Moreover, results showed that regarding buying the advertised products and attitudes to teleshopping, there was no significant difference between Bazaar TV and GEM TV.

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The rise of various religiosity and new religious identities from one hand and the prevalence of modern life styles in Iran from the other hand are due to common modern lifestyles. However, much research show that religion still plays a significant and effective role in directing lifestyles. This situation requires studying the role of religious beliefs on resisting the consumerist modern culture and understanding the relationship between religious identity and modern life styles. This research has been done among Tonkabonian women and tried to investigate the acceptance or resistance of these women against the consumerist culture or its combination with the religious culture which ever advises moderate consumption. The women studied in this research have purposively been chosen from the married ones of Tonekabon city and categorized in four types based on the amount of religiosity and employment. The research findings show some relationships between religiosity and lifestyles among them, that is, the religiosity affects accepting or resisting modern lifestyle and its components (leisure activities, mode of shopping and consumption, and the kind of social communications). It means that the more religious women were the less they followed modern lifestyle. Moreover the comparison between the religious working and non-working women shows that the employment made no difference in their approaches to mode lifestyle and consumption but in either of them, religious attitudes have had more influence on their everyday lifestyle. The findings also indicate that working women lifestyles differ from nonworking women. The working women often spend their leisure outside of home with previous planning in a more favorable and useful way, division of housework in their home is more participatory and most of them consider both applied and aesthetic criteria for shopping.