University students in Poland and the United States, two countries that differ in individualistic-collectivistic orientation, indicated their willingness to comply with a request to participate without pay in a marketing survey. Half were asked to do so after considering information regarding their own history of compliance with such requests, whereas the other half were asked to do so after considering information regarding their peers’ history of such compliance. This was designed to assess the impact of two social influence principles (commitment/consistency and social proof, respectively) on participants’ decisions. As expected, although both principles were influential across cultures, the commitment/consistency principle had greater impact on Americans, whereas the social proof principle had greater impact on Poles. Additional analyses indicated that this effect was due principally, but not entirely, to participants’ personal individualistic-collectivistic orientations rather than to the dominant individualistic-collectivistic orientation of their cultures.

Although the negative link between materialism and well-being has been confirmed by results from many empirical studies, mechanisms underlying this association still remain partially unexplained. The issue is addressed in this article in two ways. Firstly, the nature of the components of materialism is examined, and secondly-the article demonstrates that personality (particularly neuroticism and narcissism) is one of the important factors linking materialism and well-being. The article presents the results of three empirical studies, in which three main assumptions were verified-that the components of materialism, i.e. acquisition centrality, acquisition as a pursuit of happiness and possession-defined success, have dissimilar impacts on well-being, that materialists with high and low levels of neuroticism and narcissism differ with regard to well-being, and that neuroticism and narcissism mediate the relationship between materialism and well-being. The studies were based on self-reports and utilized well-known, established questionnaire measures of materialism, personality and well-being. The results showed that each component of materialism was associated with well-being in a slightly different way. Of the three possession-defined happiness was the strongest predictor of all aspects of well-being examined and the centrality component was not associated with any of them. Materialists with a high level of neuroticism and low level of grandiose narcissism experienced diminished well-being in comparison to materialism with a low level of neuroticism and high level of grandiose narcissism. Neuroticism and grandiose narcissism were both significant mediators, acting contrary to each other-neuroticism lowered well-being, whereas grandiose narcissism elevated it.

Narcissism is increasingly being investigated in the context of consumer attitudes and behavior. Previous research showed that narcissism is reflected in materialistic tendencies and money-related attitudes. However, almost all of these studies concerned the grandiose type of narcissism. We examined relationships of both grandiose and vulnerable narcissism with materialism, money attitudes, and consumption preferences in a nonstudent sample. The results showed that the two types of narcissism are equally associated with materialism and a tendency to conspicuous (public) consumption. Differences between grandiose and vulnerable narcissism with regard to money attitudes were observed. Materialism mediated most of the relationships between narcissism, money attitudes, and consumption preferences, but the patterns of mediation were different for grandiose and vulnerable subtypes. Mutual suppression occurred when grandiose narcissism and materialism predicted anxiety associated with money and when vulnerable narcissism and materialism predicted money perceived as a source of evil. The results suggested that not only grandiose, but also vulnerable narcissists may be prone to excessive consumption and that this can be explained by their materialistic tendencies.

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