Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society

Abstract

Materialism represents a pervasive value in contemporary society and one that is associated with multiple negative consequences. Although a considerable amount of research has documented these consequences, little research has examined how materialism levels might be reduced. This article presents a research agenda for reducing materialism. The authors begin with an overview of the motivation theory of materialism, a humanistic perspective that holds that materialism is often an outward manifestation of deeper unmet psychological needs and insecurities. Thus, research that contributes to reducing materialism should do so by addressing these more fundamental inadequacies. To this end, the authors outline three emergent research areas that have potential to reduce materialism by enhancing self-esteem—namely, experiential consumption, prosocial giving, and healthy social development in children. The authors review research in each area, consider its relevance to the materialism question, and propose future research directions. They also present the public policy implications of these discussions.

Effect of materialism and environmental knowledge on environmental consciousness among high school students: A study conducted in Istanbul province

“…There are also claims that reasons such as insecurity developed in childhood, growing up with a cold and distanced mother and divorced parents during childhood increases materialism in individuals (Chaplin et al, 2014;Burroughs et al, 2013). High materialism is associated with low self-esteem in young people and youngsters that have limited economic resources and low self-esteem shows higher levels of materialism than their rich peers (Chaplin et al, 2014).…”

“…High materialism is associated with low self-esteem in young people and youngsters that have limited economic resources and low self-esteem shows higher levels of materialism than their rich peers (Chaplin et al, 2014). Burroughs et al (2013) asserted that materialism is a value that has multiple negative outcomes and is becoming widespread in society, and their study on reducing materialism focused on increasing self-esteem, highlighting experiential consumption rather than consumption of tangible goods, pro-society sharing and healthy social development in children. Another study on the relationship between insecurity and materialism claims that developmental (stemming from early childhood experiences), personal (basic psychological needs, self-doubt, pride etc.…”

Asia’s materialists: Reconciling collectivism and materialism

“…As the self-oriented view of materialism dominates current understanding of materialism in practice and academia, it creates a foundation of anti-materialism campaigns that promote materialistic ideals (Burroughs et al, 2013) and overconsumption (Richins, 2011). For example, Kasser (2016) endorses a 10% marketing tax rate and supports a ban on advertising from public places for ''value pollution' ' (p. 595).…”

“…Particularly, the reliance on brands to assuage feelings of insecurity is less prevalent in collectivist cultures that place greater emphasis on interpersonal relationships as a source of meaning and identity. Indeed, the interpersonal connections that run deep in the fabric of collectivistic communities can bolster its members' sense of security and community (Burroughs et al, 2013), thus reducing reliance on the self-brand connection. For example, the collectivistic norms for social support improve people's ability to cope with insecurity by making them feel supported in seeking help (Frias, Shaver, & Diaz-Loving, 2013).…”

Male Youth Perceptions of Violent Extremism: towards a Test of Rational Choice Theory

“…While there is evidence to suggest that decisions in other domains are either not based on rational analyses of costs and benefits (e.g., Mazar & Arley, 2006), or that they are not based on conscious insights into a person's own decision-making (e.g., Burroughs, Chaplin, Pandelaere, Norton, Ordabayeva, Gunz, & Dinauer, 2013), the number and richness of the insights provided by the present study's participants indicates that empirical research investigating a model of rational choice for the decision to access, join and leave a violent extremist group may be warranted. The fact that the interpretation of costs and benefits might be affected by ideological contexts (e.g., death may be a reward under a Jihadi ideology but a drawback under another ideology) means that the value of rational choice approach may, however, be limited.…”