Grounded in social cognitive theory, this study examines how a combination of personal, behavioral and environmental factors among youth populations correspond with attitudes toward competition, concern for material items, and the effects of advertising practices in the United States. Of particular interest was whether school-sponsored sports participation appeared to influence respondent attitudes. Drawing on data gathered from high school seniors in the 2005 Monitoring the Future study (N = 2,579), ordinary least squares (OLS) and ordinal logistic regression analyses revealed greater support for societal competition, material items, and persuasive advertising appeals among men, those who socialized the most with friends, and those who participated the most in school-sponsored sports. In addition to sex and socializing with friends, controls included race, exposure to print media, and participation in recreational sports. (Contains 5 notes and 5 tables.)