Materialism and Its Associated Concepts
Materialism and Its Associated Concepts
Materialism and Its Associated Concepts
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Atatürk University
Atatürk University
Corresponding Author Bahar Türk , Department of Marketing, Campus Box 25240, Atatürk
University, Erzurum, Turkey. Email: [email protected], Phone: +90 442 231 1432.
MATERIALISM AND CONSUMPTION STYLE 1
Abstract
Consumption tendency have increased in society and individuals have preferred to their requests
rather than needs in their purchasing process. This situation has increased the tendency toward
materialism. Therefore, it is important that determine the relationship between materialism and
other variables which is affecting the purchase decision. Some of these factors are; perceived
social status, status consumption, conspicuous consumption, impulse buying, brand loyalty,
consumer independence and materialism of the consumers. In this context the aim of this paper is
impulse buying, conspicuous consumption, brand loyalty and consumer independence. The
survey was applied to 412 people in Erzurum/Turkey. For the purpose of investigate the
relationship between these variables, the structural equations model was used. The findings
indicate that relationship positively between materialism, status consumption, perceived social
status, conspicuous consumption, impulse buying and brand loyalty. Another significant finding
Consumers have played a significant role in the marketplace and have unique
characteristics that respond differently to every product or services. There are many factors that
influence the consumers buying behavior. Some of these factors; perceived social status, status
Materialism is often connected with faith in literature at the 1980s. During that period, it
captured the attention of marketers, including (Belk, 1987) who announced materialism the
“dominant consumer ideology and the most significant big development in modern consumer
behavior”. So, as a general trait in literature, materialism is the tendency to view worldly
possessions as important sources of satisfaction in life (Belk & Pollay, 1985). Also, the
generally been viewed as a Western (Ger & Belk, 1996) and materialism now seems to have
spread out more of the world's people like a technological invention or new trends. Several
researchers have found that perceive social status to be associated with materialism (Fah, Foon,
& Osman, 2011). Materialistic consumers with a high disposition, their consumption pattern is
specified based on the perceived social status. Especially in developed nations, people give
importance to their status for showing their places in the society or for holding a position.
Moreover, it is recognized that people aspire to be honored by having products which are signs
of high status. Hence, perceived social status brings about 'status consumption'. In addition to,
studies appear that conspicuous consumption is connected to both a perceived higher status in
society and materialism. Impulse buying is a wide aspect of consumers' behaviors and a focus for
considerable marketing activity. The term impulse buying refers to a more specific range of
MATERIALISM AND CONSUMPTION STYLE 3
consumer behavior (Rookh, 1987). Also, works show that consumers feel jealous or envious
when others acquire a greater number of possessions. So we believe that there exists a positive
relationship between materialism and impulse buying (Podoshen & Andrzejewski, 2012). Brand
loyalty takes place among the factors known to affect purchase behavior Consumers usually tend
to purchase brands which have specifically, designate or mark a desired social status. Similarly,
materialistic consumers see the brand product as a source of happiness In this regard, consumers
will continue to purchase the brand product that they believe make them happy and will avoid
perceived unhappiness.
Also, Independent consumers are unconcerned with the other people’s opinion and how
other people see them. Therefore, consumer independence is negatively related to materialism.
Because materialistic people are self-conscious and have a strong concern with how they appear
to others (Kasser, 2002). An investigation, the shape of consumption, loyalty, independence and
materialism, and the values which form the basis of these attitudes, would afford marketer's
insights necessary for planning marketing strategies. Therefore, the purpose of this research was
to test relationships between materialism, perceived social status, status consumption, impulse
Materialism
Materialism is “an orientation which views material goods and money as important for
personal happiness and social progress” as be defined in early research (Ward & Wackman,
1971). Belk (1983, 1984; 1985), Ger and Belk (1996) developed definitions and suggested that
materialism was a function of one's personality, reflecting traits of possessiveness, envy, and
non-generosity. Richins and Dawson (1992) materialism concept have been discussed differently
MATERIALISM AND CONSUMPTION STYLE 4
than Belk. They describe this concept as a concept where individuals have material acquisition at
the nub of their lives and view these material possessions as the source of their happiness. They
believe that materialistic consumers judge personal success as a function of the quality of
possessions owned (Richins & Dawson, 1992). In regard to, Richins and Dawson scale in 1992
contains three measures; success, centrality, and happiness. As in this study, after developments
Richins and Dawson's and Belk's scale dimensions have been used together as 'success,
Consumers who value materialism put obtained of products at the focus of their lives
(Rokeach, 1973) and success is basic to set plans and their aim of life (Daun, 1983). As for
feels envy or displeasure when another person is upper to them in terms of happiness, success,
prestige, or possessions (Podoshen et al., 2011). Centrality means that consumers' tendency to
put importance on possessions at the center of their lives. Likewise, they purchase some products
even though they are not important or necessary (Richins & Dawson, 1992).
Studies show that materialism has been linked to a variety of consumer behaviors. The
examples of this behavior; social consumption motivation (Fitzmaurice & Comegys, 2006),
compulsive buying (Rindfleisch, Burroughs, and Denton, 1997; Roberts, Manolis, and Tanner
2003), impulse buying (Beatty and Ferrell, 1998; Podoshen and Andrzejewski, 2012; Bae, 2012),
brand perception (Kamineni, 2005), brand loyalty (Ailawadi, Neslin, & Gedenk, 2001), attitude
towards advertising (Yoon, 1995), social influence conformity (Schroeder & Dugal, 1995),
perceived social status (Fischer and Gainer, 1991; Fah et al., 2011), status consumption and
MATERIALISM AND CONSUMPTION STYLE 5
consumer independence (Goldsmith & Clark, 2012), conspicuous consumption (Podoshen et al.,
Consumers had a different perception and need towards the product because they have
different personality and background. Studies stress that materialistic consumer tends to spend
money on something unnecessary or unimportant (Liao & Wang, 2009). They have done these
expenditures for the improvement of their perceived social status (Christopher, Marek, &
Carroll, 2004) and they also strengthen their self-esteem (Tatzel, 2002). For materialist
consumers, wealth means' “social status, achievement, and reputation”. They purchase luxurious
brand for to signal their wealth and success, or at least make others perceive them as successful
(Liao & Wang, 2009). So, they select good as a means of social approval as it delivers meaning
Status consumption defined similarly type with perceived social status in literature.
Because perceived social status is the beginning of status consumption. According to some of
these definitions, some materialists are motivated to obtain goods to show to both themselves
and the environment others the attainment of status in society (Eastman, Goldsmith, & Flynn,
1999).
Greater materialistic tendencies consumers are specially adapted to the social meanings
of goods, it seems reasonable that materialists may gain enjoy it sharing their social information
with others through their acting. Because the material good view as symbolic presentations of
the images consumers have of themselves that they want to express to surrounding others. In
regards to, these explanations show that status consumption is an outcome of perceived social
status and materialism, therefore, a significant relationship between perceived social status,
MATERIALISM AND CONSUMPTION STYLE 6
status consumption and materialism (Jalees, 2007; Goldsmith and Clark, 2012). H1: Materialism
is positively associated with status consumption. H2: Materialism is positively associated with
Conspicuous Consumption
Some consumers buy certain goods in the hopes to be seen more favorably in the greater
social hierarchy. In other words, to the use of conspicuous consumption in an attempt to find
more social status (Mullins, 1999) especially when one considers the consensual nature of public
purchase expensive products of famous brands (Prendergast & Wong, 2003) other people
perceive them to a high level of brand awareness and empowering themselves through purchases
of brand leading products. Sometimes they may perform by purchasing counterfeit luxury goods.
Materialistic consumers tend to feel less satisfaction and happiness in their life. They tend
toward conspicuous consumption for in order to resolve the lack of establishing meaningful
relationships with others (Richins and Dawson, 1992; Ryan and Dziurawiec, 2001). Also, there
are different meanings of material products and conspicuous consumption; group membership,
obtain social status and to signal status to other people, and obtain possessions to pleasure social
status positions or have a fight feelings of ambiguity or low levels of self-esteem, attain a high
standard of living (Watson, 2003). H3: Materialism is positively associated with conspicuous
consumption.
Impulse Buying
experiencing an impulse to buy. This impulse is felt suddenly and strongly and is often
overwhelming. Rookh (1987) defined impulse buying as when "a consumer experiences a
MATERIALISM AND CONSUMPTION STYLE 7
sudden, often powerful and persistent urge to buy something immediately." Then, this definition
slightly extended by Beatty and Elizabeth Ferrell (1998). They say; “Impulse buying is a sudden
and immediate purchase with no pre-shopping intentions either to buy the specific product
category or to fulfill a specific buying task. The behavior occurs after experiencing an urge to
buy and it tends to be spontaneous and without a lot of reflection (Podoshen & Andrzejewski,
2012).
Studies support that a clear link between materialism and impulse buying. Tatzel (2002)’s
work show concentration of materialism and the desire to spend, and show that those high in
materialism and “loose” with money have a tendency to exchange in “exhibitionist” purchases.
The researcher suggests that these consumers will exhibit both a positive attitude toward debt
Also, before than Tatzel’s investigation, Belk (1995) indicate the materialists may even
feel obsessed or addicted to spending and this situation, being highly materialistic can lead to a
buy now, think a later approach to consumption. Consistent with Bourdieu (1984), McCracken
(1988), Dittmar, Beattie, and Friese (1995) and Featherstone (2007). Also, material goods are
consumed not only for functionality but also as symbolic identifiers, with these goods frequently
impulse buying.
Brand Loyalty
Brand loyalty defined similarly with repeat purchasing behavior in some study. But brand
loyalty has certain property distinguish from repeat purchasing behavior. These properties; non-
random, behavioral response, expressed over time, which is a function of decision making or
evaluative processes. And the most important difference for brand loyalty, which is based on
MATERIALISM AND CONSUMPTION STYLE 8
brand commitment (Bloemer & Kasper, 1995). In addition, status-conscious consumers may
view the purchase of specific brands for reducing risk possibility (Palumbo & Herbig, 2000).
Similarly, materialistic societies attach importance to possessions for happiness and faced with
these circumstances probably they will continue to purchase items that they believe make them
happy and will avoid the unhappiness that comes with the risk associated with different brands
(Ailawadi et al., 2001). Faced with this situation, consumers may choose self-worth and
happiness which is more important than other factors. These factors associated with changing
behaviors. Hence, they will continue to purchase products of the same brand (Troisi,
Christopher, & Marek, 2006). H5: Materialism is positively associated with brand loyalty
Consumer İndependence
Consumers often seek information from others before purchasing in order to reduce the
risk of making bad decisions. This social influence is termed "informational influence,” and
consumers vary in the extent to which they rely on interpersonal sources of information
(Bearden, Netemeyer, and Teel, 1989; Bearden and Rose, 1990; Goldsmith and Clark, 2012).
Consumers are also affected by others when they seek confirmation for their purchases when
they buy what others buy in order to fit in or to be seen as a member of a particular social group,
or when they seek to project an image of themselves to others. Related to these terms are
can respond to social influence in three methods. They can comply or copy others, they can rebel
against others, or they can simply ignore or be unresponsive to the influence of others. This last
that "a durable consumer tendency to respond to social influences pertaining to product and
MATERIALISM AND CONSUMPTION STYLE 9
brand choices and uses by giving minimal weight to the provided the norms of consumer
Independent consumers are usually unconcerned with the opinions of others and how
others view them. This individual runs counter to that of the highly materialistic person because
materialism is linked to low self-esteem and insecurity. Materialistic people are motivated by
external rewards and praise; they are self-conscious and have a strong concern with how they
appear to others (Kasser, 2002). Therefore, there is a good reason to propose that as their levels
of materialism increase, consumers will be less independent. Also other research observed that
consumer independence, unlike materialism, is positively related to some concepts. Such as self-
sufficiency, need for uniqueness, and self-confidence, and negatively related to social
motivations for consumption, susceptibility to normative social influence, and prestige sensitivity
(Clark, 2006). Therefore, a negative relation between materialism and consumer independence
independence.
The Methodology
Data were collected using a face to face interview with the help of marketing researchers
specializing in consumer surveys. A total of 412 responders participated in the study. The sample
of the study consists of individuals who are over the age of 18 living in the city center of
Erzurum. The questionnaire consisted of 47 five-point Likert scale items aimed at measuring
materialism, social status, status consumption, impulse buying, conspicuous consumption, brand
loyalty and consumer independence. The other part of the questionnaire consisted of 6 items
We used existing scales to measure all constructs. For materialism, we used Richins and
Dawson (1992) and Belk (1984) a modified version of materialism scale. We used this particular
scale because it conceptualizes materialism as cognitive beliefs and because it has been used in
the recent literature with a high degree of reliability (Ahuvia and Wong, 2002; Podoshen et al.,
2011). Perceived social status; Fischer and Gainer (1991), status consumption and consumer
independence; Clark (2006), impulse buying; Beatty and Elizabeth Ferrell (1998), conspicuous
consumption; Chung and Fischer (2001), which is a mixture of previously utilized measures
developed by Moschis (1981), Lumpkin and Darden (1982) brand loyalty were adopted by
Status Impulse
Consumption Buying
Conspicuous Consumer
Consumption Independence
Findings
Demographic Factors: participants’ ages ranged from 24 to 29 with 38.6%. More than
half of the total participants were female (50.2%) and, it was income 3501-4000 Turkish lira
(%42.5). Additionally, 37.9% of the participants had an undergraduate degree and 37.4% public
sector employees.
MATERIALISM AND CONSUMPTION STYLE 11
valuable to me if it has some snob appeal.” (4,39), in perceived social status “buying expensive
and apparel things is symbolic of higher living standard” (4,37), in conspicuous consumption
“before purchasing a product, it is important to know what others think of people who use certain
things that I had not intended to purchase.” (4,28), in brand loyalty “I am willing to make an
effort to search for my favorite brand.” (2,76), in consumer independence “when I’m buying
something, my personal preferences and tastes are more important to me than the opinions of
others.” (3,87), in materialism “happiness” (4,23) expression was found to have the highest
average. According to these values consumers, prefer snob appeal, view expensive things are
symbolic of higher living standard, they take care of what other people think about the brands
they buy, they are buying impulse, they are loyal to the brand and independence.
conducted a confirmatory factor analysis. The results of confirmatory factor analysis are shown
below;
Table 1
(t) Standardized
Items Error Variances R2 Cronbach’s Alpha
Value Loading
Table 2
df 270
p-value 0.00000
In Table 2 (X2)/df ratio was found to be 2.7 below the reference value. RMSEA is 0.06 and the
acceptable level. RMR, NFI, CFI, GFI levels also are seen to be within acceptable limits.
MATERIALISM AND CONSUMPTION STYLE 15
Table 3
Standar- Error
(t)
Paths Statistically Significant dized Varianc R2
Value
loading es
Analyzing the standard values for model parameters, the coefficients of the variables t is
associated with status consumption. (H1), materialism is positively associated with perceived
social status (H2), materialism is positively associated with conspicuous consumption (H3)
associated with brand loyalty (H5), it is possible to express. Seen from the table that the
materialism is negatively associated with consumer independence (H6) has been rejected.
Standard values for the parameters of the observed variables is examined, it is seen that t
values are meaningful. At the same time, R2 which is the explanatory coefficient shows that
Table 4
df 318
p-value 0.00000
In Table 4 (X2)/df ratio was found to be 1.8 below the reference value. RMSEA is 0.05 and the
acceptable level. RMR, NFI, CFI, GFI levels also are seen to be within acceptable limits.
Conclusions
The purpose of this study was investigated relationships between materialism, social
status, status consumption, impulse buying, conspicuous consumption, brand loyalty and
consumer independence. Our data were supported five hypotheses. Materialism was positively
associated with social status, status consumption, impulse buying, conspicuous consumption,
brand loyalty. The findings consistent with previous studies. But, a significant relation was not
found between materialism and independence. Therefore, a hypothesis was not supported.
The study found that exist a link between materialism and perceived social status and
status consumption. Materialist consumer has high perceived social status and status
consumption. As materialism increases, the desire to buy products for their status benefit also
increases. These people are in the pursuit of finding happiness by having material possessions.
Thus, possessive material goods, especially status goods are very important for these people.
Because they are using these products to communicate with other people and there are good
reasons to seek status. Materialism also seems to be related to the acquisition of good for the
status and increasing the social prestige of their owners in the eyes of others. As a result, when
materialism is low, consumers are less concerned with buying status goods. Also, our work
supports beliefs that exist the relation between materialism and impulse buying. In terms of
impulse buying and its relationship to materialism is a psychological process. Materialists have
MATERIALISM AND CONSUMPTION STYLE 18
high impulse buying tendencies. Because if materialism increases, impulse buying will increase.
Our data show that materialism gives rise to the need for acquiring goods that prestige symbol.
Also, the process of buying goods is not only central to the individual but is also related to the
reaction received by others. Because the goods are purchased for social status within society. It is
present that the relation between materialism and conspicuous consumption. We found that
materialism relates positively to brand loyalty. This means that consumers who have high
materialistic dispositions show more brand loyalty. Individuals, in this way, escape from
uncertainty and are seeking to reduce the risk of unhappiness. So, the consumer acquisition
certain brand for a hope of status and power and not practical use.
Given the data in this study, the findings are consistent with the profile of materialistic
behavior and its consequences. Connections between these consumer dispositions and
materialism tools may give opportunities to focus on the sustainable strategies of marketing
managers. If the marketer desires to be successful, their products should support a lifestyle
centered on materialism. Also, marketers should think of promoting on meeting consumer needs
should better examine the societal implications of their actions. So, marketers with strong brands
are able to take advantage of consumers with high materialistic dispositions. When it comes to
companies, if they have a strong brand, this can be viewed positively. This may provide to be
loved of the firm and consumer attitudes may positively affect consumer behavior. In this regard,
firms that implement strategy and marketing communications may advantage over competing
firms when social responsibility and consumers' long-term well-being are in tune. In this way,
firms may also benefit by finding an increase in customer trust and satisfaction. Adding to all
these, remember that there are negative effects of materialism. Marketers and consumers
MATERIALISM AND CONSUMPTION STYLE 19
consider the implications of debt, short-term gains in revenue. This situation may result from
managers, firms and related units will find our conclusions beneficial. Besides, this information
We should say that our study has limitations, and therefore, our findings should be
viewed in this area. Firstly, we gathered data from respondents residing in the Erzurum in
Turkey. Therefore, the results should not generalize across the entire young adult populations of
in Turkey. It is possible that attitudes regarding materialism and its related concepts may differ
based on geographic region. Future research may examine these differences between different
groups of Turkey or of Erzurum consumers. Moreover, future researchers may investigate the
impact of possessions on the family. They may use empirical tests to determine which types of
variables are more effective. Also, they can be done to research by defining a certain product
group.
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