By 2003, Baylor University's forensic science program had grown by ten times the 1999 intake and other universities across the US were scrambling to create forensic science courses to cater for new student demand (Johnston 2003). The reason? Since it aired on the 6th of October 2000, Crime Scene Investigation (CSI), a television (TV) series, had stimulated enormous interest in forensics and the science of solving crime. So much so that it was affecting student choice and behavior. These types of TV inspired phenomenon are not uncommon. Although much of the evidence is anecdotal, there are many instances where very specific consumption trends have been fueled by television programs. The Biggest Loser has generated an interest in boot camps, American Idol has created a resurgence of karaoke games and various home improvement programs have inspired their audience to renovate. These trends have become more acute with recent reality and lifestyle television focusing on particular behaviors that transform the real people on their programs. This paper examines how the cultivation of relevant consumption values generates these trends through increasing the viewer's desire for associated products and brands integrated within TV programs. Specifically, this longitudinal study explores the cultivation of fashion consciousness and its impact on the desire for brands that are implicitly endorsed within reality television programming. © 2012.