Materialism and Social Consumption

Abstract

The present study examines a psychological motivator and some behaviors of the materialist. In this study, we examine a motivator that is broader than status-social consumption motivation. Four hypotheses are proposed that link materialism to social consumption motivation, opinion leadership, time spent shopping, and spending. Data were gathered from 204 adults. The analysis showed that materialism correlated significantly with social consumption motivation and a mid-range level of opinion leadership, and was a significant and important predictor of time spent shopping and spending. Results suggest that materialists are sensitive to the social acceptability and communicative ability of products and brands.

Patterns of Vietnamese buying behaviors on luxury branded products

“…This is important from a practical perspective as materialism shows 24 a tendency to spread strongly in the context of the Vietnamese market. In particular, previous studies have indicated that materialists tend to use money to enhance their social status and to consume luxury items that can symbolize membership or desired membership in social groups (Fitzmaurice and Comegys, 2006). Besides power, consumers may also pursue other personal values.…”

“…Finally, it discusses and tests perceived resources as a positive moderator of the effect of openness to experience and power traits on CLA. While marketers have been challenged to remove a strong focus on traditional functional product attributes and price, an understanding of individual traits and values in relation to selected unique, symbolic and innovative product attributes are important for developing customized products and new marketing tools that enable marketers to better serve and satisfy emerging and challenging desires of individual customers (Fitzmaurice and Comegys, 2006;Keller, 2009;Kotler, 2000;Shukla et al, 2015;Tsai, 2005). This knowledge is essential for the managers of premium branded products, particular for those who want to develop products with a luxury image with a strong positioning based on individual traits and values (e.g., power and openness; Okonkwo, 2009).…”

A preliminary investigation of materialism and impulsiveness as predictors of technological addictions among young adults

“…We would expect materialistic adults to emphasize communications that involve valued possessions such as the cell phone or computer; a greater degree of materialism should therefore result in a higher dependence on communications technology. Based on a convenience sample of 204 shoppers from eight major shopping malls across the Northeastern U.S., Fitzmaurice and Comegys (2006) concluded that, "materialists are sensitive to the social acceptability and communicative ability of products and brands" (p. 287). As Richins (1994) noted earlier, those high in materialistic values value possessions that were worn or seen in public as compared to products consumed in more private settings.…”

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

“…The possibility therefore remains that while younger mavens may be highly materialistic, as they age this value reduces in importance as they become more interested in experiences than things. Certainly, a maven study to include materialism comparisons between age groups would be an interesting one, particularly as materialism has been shown to be a significant predictor of a range of important variables, including the amount of time spent shopping and spending (Fitzmaurice & Comegys, 2006). ATSCI (H4) has never before been considered in relation to market mavenism.…”