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BENLİK KURGUSU VE MATERYALİZMİN GÖSTERİŞÇİ TÜKETİM EĞİLİMİNE ETKİSİ
... Bu çerçevede, gösteriş için yapılan tüketimde materyalizmin etkili bir faktör olduğu söylenebilir. Benzer şekilde birçok araştırmada da materyalizm ve gösterişçi tüketim arasındaki ilişki gözler önüne serilmektedir (Akın, 2021;Dawson ve Cavell, 1987;Othman, 1989;Tokmak, 2019). ...
... Birçok araştırmacı gösterişçi tüketim eğiliminin, materyalizm göstergesi olduğu düşüncesindedir (Akın, 2021;Belk, 1985, Dawson ve Cavell, 1987 ve literatürde gösteriş tüketiminin materyalizm ile ilişkisini ortaya koyan çok sayıda çalışma olduğu görülmektedir. Örneğin Belk (1985), maddi değerlere önem veren, hırslı ve meslek sahibi olan gençlerin gösterişçi tüketimi olumlu değerlendirerek gösterişçi tüketimin yaşam tarzları haline geldiğini tespit etmiştir. ...
Amaç –Bu araştırmada, üniversite öğrencilerinin materyalist eğilimi ve gösterişçi tüketimlerinde etkili olan sosyo-ekonomik ve demografik faktörlerin belirlenmesi, katılımcıların materyalist eğilimi ile gösteriş tüketimi arasındaki ilişki ile gösteriş tüketimi ve materyalizm eğiliminin gençlerin genel yaşam doyumu üzerindeki etkisinin araştırılması amaçlanmıştır.Yöntem –Araştırmanın verileri; Kartopu Örnekleme Yöntemi kullanılarak Ankara’da yaşayan 303 üniversite öğrencisinden çevrimiçi anket tekniğiyle toplanmıştır. İki bağımsız grup arasındaki sürekli değişkenlerin karşılaştırılmasında Mann Whitney U Testi, iki ya da daha fazla bağımsız grup arasındaki sürekli değişkenlerin karşılaştırılmasında Kruskal Wallis H Testi uygulanmıştır. Sürekli değişkenler arasındaki ilişki, Spearman Korelasyon analiziyle incelenmiş, bağımsız değişkenlerin bağımlı değişkenler üzerindeki etkisi Basit/Çoklu Doğrusal Regresyon Analizi ile değerlendirilmiştir.Bulgular –Cinsiyet, yaş ve baba eğitim düzeyine göre öğrencilerin materyalizm eğiliminde anlamlı farklılıklar gözlemlenmiştir. Araştırmada, materyalist eğilim arttıkça gösterişçi tüketim eğiliminin arttığı ancak yaşam doyumunun azaldığı sonucuna ulaşmıştır.Tartışma –Son zamanlarda tüketimin anlam değiştirmesi, tüketimi ihtiyaçları karşılamaktan ziyade bir amaç haline getirmiştir. Özellikle materyalist eğilime sahip tüketiciler, yaşamlarının merkezine materyal sahipliğini koymaktadır. Materyalizmin artması, gösterişçi tüketim isteğini tetiklemektedir. Düşük materyalist eğilime sahip bireylerin daha yüksek kişisel refaha sahip olduğu bilinmektedir. Bu nedenle, gençler başta olmak üzere materyalist değerlerin yaşamın ana amacı olmaktan uzaklaştırılması, tüketimve materyal sahipliği dışındaki alanlarda bireyin kendini gerçekleştirmesi yoluyla yaşam doyumunu artırmak ve bu konuda farkındalığın artırılması için devlet, üniversiteler ve sivil toplum kuruluşları tarafından desteklenen programların düzenlenmesi büyükönem taşımaktadır.
... According to Başcı & Boğa (2016), it has been stated that the conspicuous consumption tendency does not differ according to the education level. Akın (2021) ...
Before the industrial revolution, consumption in societies was generally defined as a form of consumption that was carried out with a utilitarian purpose to meet mandatory needs. However, in today's modern societies, consumption for cons-picuous, pleasure and self-satisfaction purposes is increasing, apart from manda-tory needs. This trend is increasing in parallel in Turkey. This research aims to reveal the differentiation status of hedonic and conspicuous consumption in con-sumers with foreign global brand phones according to gender, age, marital sta-tus, education level, job, income, and finally, the foreign global phone brand owned.As a result of the research, it has been determined that (i) hedonic con-sumption differs according to gender, marital status, age and education level and (ii) conspicuous consumption differs according to education level and foreign global phone brand owned in consumers who own a foreign global brand phone.
Bu araştırmanın amacı; “Genişletilmiş Benlik Ölçeği”ni (GBÖ), Türkçeye uyarlamak ve psikomterik özelliklerini değerlendirmektir. Orijinal “Genişletilmiş Benlik Ölçeği” genişletilmiş benliği dağ bisikleti deneyimi bağlamı üzerinden değerlendirmektedir. Bu çalışmada genişletilmiş benliğin bağlamı; benlik, genişletilmiş benlik ve tüketim ilişkisi çalışmalarında diğer tüketim materyallerine uyarlanabilmesi açısından ön açıcı olabilmesi amacı gözetilerek “otomobil sahibi olmak” olarak belirlenmiştir. Çalışmanın örneklemini, 18 yaşından büyük 311 otomobil sahibi oluşturmuştur. Ölçek genel tarama modeliyle çalışılmış, Türkçeye çevrilirken çeviri-geri çeviri yöntemi kullanılmıştır. Ölçeğin psikometrik özelliklerini değerlendirebilmek amacıyla elde edilen veriler üzerinde SPSS ve AMOS programları aracılığıyla Açımlayıcı Faktör Analizi (AFA), Doğrulayıcı Faktör Analizi (DFA) madde analizi ve güvenirlik testi uygulanmıştır. DFA ile modelin uyumu; çeşitli uyum indeksi değerleri aracılığıyla incelenmiş ve gerekli çalışmalar gerçekleştirildikten sonra ölçeğin model uyum indeksi değerleri; “kabul edilebilir” ve “mükemmel düzeyde” olarak belirlenmiştir. Kikare Serbestlik Derecesi Değeri 2,758, Karşılaştırmalı Uyum İndeksi (CFI) 0,93 ve Yaklaşık Hataların Ortalama Karekeökü (RMSEA) değeri 0,075 olarak belirlenmiştir. Genişletilmiş Benlik Ölçeği’nin güvenirliği ise, iç tutarlılık (Cronbach Alpha) yöntemi kullanılarak araştırılmıştır. Yapılan analizde ölçeğin iç tutarlılık katsayısı 0,928 olarak bulunmuştur. Analiz sonuçlarına göre; bu çalışmada geçerlik ve güvenirlik sınaması yapılan Genişletilmiş Benlik Ölçeği’nin, alanda hem benlik, hem tüketim eksenli çalışmalarda benlik genişletme eğiliminin belirlenmesinde kullanılabilecek bir ölçüm aracı olduğu sonucuna varılmıştır.
This research focuses on the materialistic tendencies and conspicuous consumption behaviors of consumers, especially in today's social media age. The research's goal is to determine the effect of materialistic tendencies on conspicuous consumption behavior and to investigate the role of social media usage in mediating this effect. The data were collected in this context using a prepared survey form, and 596 consumers participated in the survey during the data collection process. SPSS and AMOS programs were used to analyze the collected data. As a result of the analyses, it was discovered that the materialistic tendency had a positive and significant effect on both conspicuous consumption behavior and social media usage; it was also discovered that social media usage had a positive and significant effect on conspicuous consumption behavior. Furthermore, it was determined that social media usage has a partial mediation in the effect of materialistic tendency on conspicuous consumption behavior; in other words, a portion of the effect of materialistic tendency on conspicuous consumption behavior is realized through social media usage. Suggestions for both theory and practice were made in light of these findings.
Bu çalışmanın amacı materyalizm, marka sadakati ve marka-benlik uyumu arasındaki ilişkinin incelenmesidir. Bu bağlamda materyalizmin marka sadakati ve marka-benlik uyumu üzerindeki etkileri ile marka sadakatinin marka-benlik uyumu üzerindeki etkileri araştırmada incelenecektir. Araştırmanın verileri yapılandırılmış anket formu vasıtasıyla toplamda 313 kişiden yüz yüze toplanmıştır. Anketler yüksek tüketim eğilimlerinden dolayı üniversite öğrencilerine uygulanmıştır. Elde edilen bu verilerin SPSS 20 paket programları ile analizleri gerçekleştirilmiş ve raporlanmıştır. Araştırmanın sonuçlarına göre materyalizm ile marka sadakati arasında, materyalizm ile marka-benlik uyumu arasında ve marka sadakati ile marka-benlik uyumu arasında anlamlı bir ilişki olduğu gözlenmiştir. Araştırmanın iki temel sınırlılığı bulunmaktadır. İlk olarak araştırma Konya’da gerçekleştirilmiştir. İkinci olarak spor giyim endüstrisi bağlamında gerçekleştirilmiştir. Farklı çalışmalarda farklı değişkenler ile araştırılan materyalizm ve marka sadakatinin marka-benlik uyumu değişkeni ile incelenmesi teorik bağlamda literatüre katkı sağlayacaktır.
Moda giyim ilgilenimi ve satın alma kararları tüketici davranışları alanında ilgi çeken araştırma konularıdır. Bu araştırma, üniversite öğrencilerinin materyalist değerleri, moda giyim ilgilenimi ve plansız satın alma davranışları arasındaki ilişkileri incelemektedir. Araştırma sorularına cevap bulmak için gerekli veriler hazırlanan anket formu aracılığı toplanmıştır. Veri toplama sürecinde 462 üniversite öğrencisi ile görüşülmüştür. Bulgular öğrencilerin materyalist değer düzeylerinin yüksek düzeyde olmadığını, moda giyim ilgilenimi ve plansız satın alma davranışında kız öğrencilerin erkek öğrencilere göre daha pozitif olduğunu göstermektedir. Ayrıca, moda giyim ilgilenimi, materyalist eğilim ve plansız satın alma davranışı arasında aracı role sahiptir.
Given the potential that environmentally oriented anti-consumption (EOA) has in achieving environmental sustainability, the authors draw upon marketing, management, environmental, and psychology studies to conceptualize and delimit EOA, differentiating it from other (related but distinct) phenomena. In addition, the authors review the available literature at the individual (micro) level and summarize research on the antecedents and meanings of broad and specific/strict EOA practices with different targets. Furthermore, the authors propose an agenda for future research, which reflects on EOA not only at the individual (micro) level, but also lays out new opportunities for EOA work at organizational (meso), industry, and national (macro) levels. The work presented here hopes to spark multilevel research on EOA, its antecedents and consequences, and reactions to EOA phenomena.
Materyalist bir yaşam tarzı, gelişmiş ülkeler için modern yaşamın ayrılmaz bir parçası olarak görünmektedir. Para ve mülklerin temsil ettiği güç ve prestij ile toplumsal statü kazanmak, bireysel kusurları kapatmak, hayatta kalabilmek ve benlik saygısı elde etmek için insanlar para harcamaktadır. Günümüzde insanlar maddi varlıkları hayatının merkezine koymuşlardır. Bu bağlamda bu araştırmanın amacı Cumhuriyet Üniversitesinde öğrenim görmekte olan öğrencilerin materyalist eğilimlerinin anlık satın alma davranışına etkisini incelemektir. Araştırma kapsamında Ger ve Belk (1996) tarafından geliştirilen “Materyalizm Ölçeği” ve Rook ve Fisher (1995) tarafından geliştirilen “Anlık Satın Alma Ölçeği” kullanılmıştır. Yapılan regresyon analizi sonucu cömert olmama ve kıskançlık (imrenme) faktörlerinin anlık satın alma davranışını anlamlı ve pozitif yönde etkilediğini ancak saklama/muhafaza etme faktörünün anlık satın alma davranışı üzerinde anlamlı bir etkisinin olmadığı sonucuna ulaşılmıştır. Ayrıca öğrencilerin materyalist eğilimlerin ve anlık satın alma davranışlarının demografik özelliklere göre farklılaşıp farklılaşmadığını tespit etmek amacıyla t testi ve varyans analizi yapılmıştır. Analiz sonuçlarına göre; cömert olmama faktörü cinsiyet, gelir, öğretim türü ve okunan sınıf düzeyine göre farklılık gösterirken anlık satın alma davranışı cinsiyet, gelir ve öğretim türüne göre farklılaşmaktadır.
With urbanisation and increase in per capita income, there has been an astonishing rise in material-oriented tendencies in the Indian population. This study aims to examine the significance of material-centric behaviour of women in today’s growing consumer societies. Using structural equation modelling, the paper proposes a model depicting the relationship between materialism and conspicuous consumption among Indian women consumers. Though all the three factors, namely success, centrality, and happiness, contribute to materialism that has a positive influence on conspicuous consumption, the unique finding of the study is the prominence of centrality over the other two predictors among Indian female shoppers. © Asian Academy of Management and Penerbit Universiti Sains Malaysia, 2018.
Alanyazında, tüketici değerlerinin tüketim davranışına nasıl dönüştüğünü ortaya koyan araştırmalarda eksiklikler görülmektedir. Söz konusu tüketici değerlerinden birisi olarak ileri sürülen materyalizm; belirli bir davranış kalıbı veya kalıcı bir inanç olarak ifade edilmektedir. Bu nedenle araştırmada, materyalist değerlerin alt boyutları olan; maddi edinim, başarı ve mutluluk ile statü tüketimi ve dürtüsel satın alma arasındaki ilişkileri ortaya koymayı amaçlayan Yapısal Eşitlik Modeli (YEM) oluşturulmuştur. Örnekleme yöntemi olarak; olasılığa dayalı örnekleme yöntemlerinden, kümelere göre örnekleme yöntemi kullanılmıştır. Araştırma kapsamında, bırak-topla yöntemiyle, 17-24 yaşlarındaki öğrencilerden kullanılabilir durumda 589 adet anket elde edilmiştir. Oluşturulan modelin sonuçlarına göre, toplamda materyalist değerlerin statü tüketimi ve dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin, materyalist değerler ile dürtüsel satın alma davranışı arasında düzenleyici etkisi olduğu belirlenmiştir. Ayrıca, materyalist değerlerin alt boyutlarından (maddi edinim, başarı ve mutluluk), sadece başarı boyutunun statü tüketimi ve dürtüsel satın alma üzerinde olumlu yönde direkt etkisi olduğu ve statü tüketiminin, başarı boyutu ile dürtüsel satın alma davranışı arasında düzenleyici etkisi olduğu ortaya konmuştur. Diğer alt boyutlar olan maddi edinim ve mutluluğun statü tüketimi ve dürtüsel satın alma üzerinde anlamlı etkileri olmadığı anlaşılmıştır.
Küreselleşme yalnızca giyim endüstrisinin büyümesine aracılık etmemiştir.
Aynı zamanda bireylere farklı kültürlerle etkileşime girme imkânı
sağlamış ve tüketicilerin satın alma alışkanlıklarında değişimlere sebep
olmuştur. Bu doğrultuda çalışmanın amacı, etnosentrizm, kozmopolitlik,
satın alma tarzı, ilgilenim ve algılanan riskin yerli giyim ürünü satın
alma niyeti üzerindeki etkisini ortaya çıkarmaktır. Araştırma örnekleminde
İstanbul’da yaşamakta olan 18 yaşından büyük bireyler hedeflenmiş,
toplamda geçerli olan 464 anket araştırmaya dâhil edilmiştir. Anket
verileri kolayda örnekleme yöntemiyle toplanmıştır. Çalışma sonucunda etnosentrizm, marka bilinçli, moda bilinçli ve fiyat bilinçli satın alma
tarzlarının yerli giyim ürünü satın alma niyeti üzerinde olumlu etkisi olduğu
tespit edilmiştir. Ayrıca kozmopolitliğin tüketici etnosentrizmini
olumsuz yönde etkilediği ortaya çıkarılmıştır.
Purpose
The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers.
Design/methodology/approach
In order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis.
Findings
The findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands.
Practical implications
The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers.
Originality/value
The key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.
Son yıllarda moda giyime yönelik televizyon programlarının, sosyal medya paylaşımlarının ve moda ikonlarının artması üzerine bu tür konulara olan eğilimin materyalistik değerler ile ilişkisi tartışılmaya başlamıştır. Bu çalışmada materyalizmin moda giyim ürün ilgilenimine, moda giyim ürün ilgileniminin ise moda giyim satın alma ilgilenimine etkisini incelemek amaçlanmıştır. Ayrıca materyalizmin moda giyim ürün ilgilenimine etkisinde yaşın ve cinsiyet kimliğinin düzenleyici rolünü test etmek ve cinsiyete göre moda giyim ürün ilgileniminin farklılaşıp farklılaşmadığını tespit etmek de amaçlanmaktadır. Adana İli’nin en büyük alışveriş merkezinde tüketicilere anket uygulanmış ve 438 adet geçerli anket sağlanmıştır. Elde edilen veriler üzerinde faktör analizi, basit doğrusal regresyon, çoklu regresyon, hiyerarşik regresyon ve t-tesi analizleri yapılmıştır. Araştırma bulguları, materyalizmin moda giyim ürün ilgilenimini; moda giyim ürün ilgileniminin ise moda giyim satın alma ilgilenimini pozitif yönde etkilediğini göstermektedir. Moda giyim ürün ilgilenimi cinsiyete göre farklılık gösterirken; “sahip olma ve lüks düşkünlüğü” boyutunun moda giyim ilgilenimine etkisi yaşa ve bireyin feminenlik seviyesine bağlı olarak farklılaşmaktadır.
We investigate the role of gender in the perceptions of and motives for luxury brand consumption. Based on the Social Structural Theory of gender, we propose that differences in men’s and women’s luxury values result from asymmetries in social status. We conduct three studies with samples of frequent luxury brand buyers. Study 1 (N = 512) generates main values associated with luxury brand consumption. Study 2 (N = 640) identifies a four-factor model of luxury brand values, including refinement, heritage, exclusivity, and elitism, and shows that women give more importance to refinement, while men give more importance to exclusivity and elitism. Study 3 (N = 1,024) demonstrates that public self-consciousness has a stronger positive influence on refinement for women rather than men. In contrast, consumer need for uniqueness and status consumption exert respectively a stronger positive influence on exclusivity and elitism for men rather than women.
This paper focuses on consumer materialism within the American culture. It reviews some of the diverse conceptions of materialism in the contemporary social science literature and compares these theoretical notions with popular notions obtained from an exploratory survey of adult consumers. While popular notions tend to mirror theoretical conceptions, they differ in several important ways. Synthesis of the two sources of knowledge suggests that consumer research may be served best by conceptualizing materialism as a central organizing value rather than a trait or behavioral tendency. In addition, instead of labeling material consumption as "good" or "bad," it is recommended that researchers examine the extent to which individuals or societies perceive possessions as instrumental in achieving valued goals. Finally, it is proposed that the study of materialism should consider processes that precede acquisition.
The emerging materialism and strong demand for luxury goods in China have attracted a great deal of attention. But the mechanism through which materialism influences luxury consumption remains largely unexplored in the social science literature. This study examines the mediating roles of consumer perceived values as purchase motives in luxury consumption. The mediation effects are tested based on an original survey of 613 participants in eastern China. The results show that the three types of consumer perceived values, namely social, emotional and quality values, mediate the relationship between materialism and luxury purchase intentions. Both theoretical and practical implications are discussed.
Ridge regression has been widely applied to estimate under collinearity by defining a class of estimators that are dependent on the parameter k. The variance inflation factor (VIF) is applied to detect the presence of collinearity and also as an objective method to obtain the value of k in ridge regression. Contrarily to the definition of the VIF, the expressions traditionally applied in ridge regression do not necessarily lead to values of VIFs equal to or greater than 1. This work presents an alternative expression to calculate the VIF in ridge regression that satisfies the aforementioned condition and also presents other interesting properties.
In five studies, the present research examines the impact of having an independent (vs. interdependent) mindset on consumer adoption of new products. A first study finds that consumers in a predominantly independent (vs. interdependent) culture are more willing to adopt really new products (RNPs), while consumers in a predominantly interdependent (vs. independent) culture are more willing to adopt incrementally new products (INPs). Studies 2 and 3 conceptually replicate these findings using situationally activated mindsets, and demonstrate that this effect is driven by the perceived fit between the product’s newness level and the optimal level of distinctiveness sought by consumers. Finally, studies 4a and 4b show that the presence of distinctiveness-dampening cues (i.e., popularity cues) and distinctiveness-enhancing cues (i.e., scarcity cues) can reverse the effect of self-perspective, such that the independent self becomes less willing to adopt RNPs and more willing to adopt INPs than the interdependent self. These findings offer practical implications for managing innovation adoption in both domestic and international marketplaces.
This paper examines gender differences in terms of materialism, conspicuous consumption, brand loyalty and impulse buying. We build our hypotheses based on both existing marketing and consumption literature with an additional integration of historical and gender studies literature in order to further augment the study of materialism and its related variables. Our study used survey data from 1180 Americans living in four northeastern states. Results show that significant differences between the genders were found in terms of materialism, conspicuous consumption and impulse buying. No significant difference was found in terms of brand loyalty.
The extended self was proposed in 1988. Since it was formulated, many technological changes have dramatically affected the way we consume, present ourselves, and communicate. This conceptual update seeks to revitalize the concept, incorporate the impacts of digitization, and provide an understanding of consumer sense of self in today’s technological environment. It is necessarily a work in progress, for the digital environment and our behavior within it continue to evolve. But some important changes are already clear. Five changes with digital consumption are considered that impact the nature of self and the nature of possessions. Needed modifications and additions to the extended self are outlined, and directions for future research are suggested. The digital world opens a host of new means for self-extension, using many new consumption objects to reach a vastly broader audience. Even though this calls for certain reformulations, the basic concept of the extended self remains vital.
The study attempts to (1) demonstrate whether the purchase of branded fashion accessories is motivated by consumers’ desire to reflect their social status, convey their self-image, and boost their self-esteem; (2) find whether the purchase of luxury fashion accessories may fall under the umbrella of conspicuous consumption; and (3) examine whether conspicuous consumption of branded fashion accessories varies across cultures. Based on a model tested in two different cultures (Canada and Tunisia), the results show that consumers’ conspicuous consumption in both cultures is directly and positively influenced by social status display. Also, in both cultures, consumers believe that their social status may affect their self-image, which, in turn, stimulates them to exhibit conspicuous behavior. Conspicuous consumption, however, is found to be higher in individualist cultures than in collectivist ones. Additionally, in collectivist cultures, social status is found to play a significant role in influencing consumers’ self-esteem.
Hong Kong is often portrayed as a society where conspicuous consumption rules. We wanted to find out whether this peculiar consumer behavior would still be transparent among Hong Kong people who have emigrated to Canada. Through a survey, we tested the subjects’ propensity towards conspicuous consumption (as measured by two established scales) and attempted to find relationships between the dependent variables and a person’s ethnic identification as well as the strength of the person’s ethnic social ties. We failed to find support for the proposition that conspicuous consumption is related to a person’s ethnicity. Offers explanations and directions for future research, and also serves as a warning to the marketer that blindly accepting stereotypes could be erroneous in a practical as well as moral sense.
This research investigates the developmental processes by which consumers become more or less materialistic. It begins with a review of Inglehart's work in this area, and then applies his theories to explain conceptions of materialism developed by Richins and Belk. Inglehart predicts that the subjective experience of economic deprivation and insecurity during one's formative years leads to adult materialism. Early subjective experiences of deprivation and insecurity strongly predict materialism as conceptualized by Belk, but are not related to materialism as conceptualized by Richins. Inglehart also allows for the social influence of family and peers to shape materialistic orientations. Findings indicate that the formative social influence of family and peers predicts both Belk's and Richins's materialism. This difference between Belk's and Richins's materialism is explained on the grounds that Belk's materialism reflects personality whereas Richins's reflects personal values.
In seeking to expand an understanding of consumption, this study assesses the relationship between status consumption and conspicuous consumption. Theoretically, the relationship between status consumption and conspicuous consumption is problematic and, therefore, the main focus of this paper examines the theoretical and empirical separation of consumers' status consumption and conspicuous consumption. Data were gathered via a survey of individuals aged between 18 and 25. The findings indicate that status consumption and conspicuous consumption are distinct constructs. Differences in status consumption tendencies between males and females were not found; however, in relation to conspicuous consumption gender differences were found. Status consumption was affected by self-monitoring and interpersonal influences, but conspicuous consumption was affected only by interpersonal influences. The brands examined also clearly differed in terms of status and conspicuous consumption perceptions.
People in different cultures have strikingly different construals of the self, of others, and of the interdependence of the 2. These construals can influence, and in many cases determine, the very nature of individual experience, including cognition, emotion, and motivation. Many Asian cultures have distinct conceptions of individuality that insist on the fundamental relatedness of individuals to each other. The emphasis is on attending to others, fitting in, and harmonious interdependence with them. American culture neither assumes nor values such an overt connectedness among individuals. In contrast, individuals seek to maintain their independence from others by attending to the self and by discovering and expressing their unique inner attributes. As proposed herein, these construals are even more powerful than previously imagined. Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of the self as independent and a construal of the self as interdependent. Each of these divergent construals should have a set of specific consequences for cognition, emotion, and motivation; these consequences are proposed and relevant empirical literature is reviewed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
With the growing rise in consumer spending and economic power in Asian societies, it is increasingly important to explore the implications of these developments on consumer culture. This cross-cultural study first discusses the rise of materialism and conspicuous consumption in post-revolution China then examines differences in these phenomena between young adult consumers, aged 18–35, living in urban China and the United States. Utilizing survey data from over 600 respondents, significant differences were found in both materialism and conspicuous consumption, with Chinese young adults scoring higher in both variables. The findings show, that compared with past comparative studies, it appears both materialism and conspicuous consumption are on the rise among urban Chinese consumers.
Materialism influences many people. We focus on two aspects of this influence: reactions to prestige products and to the influence of others. A study of 187 U.S. student consumers shows that materialism is positively related to buying products that confer status. In contrast, materialism is negatively related to consumer independence, an enduring tendency to pay minimal attention to the prescribed norms of other consumers and to make product and brand decisions according to personal preferences. Consuming products for status is also negatively related to consumer independence. Moreover, the association between materialism and consumer independence is completely mediated by consuming for status. Materialism urges consumers to be status conscious so that they follow social norms in purchasing, but seeking status through goods is avoided by less materialistic, independent consumers. A second study (n = 258) also using student consumers confirmed these results.
Consumers purchase conspicuous goods to satisfy not only material needs but also social needs such as prestige. In an attempt to meet these social needs, producers of conspicuous goods like cars, perfumes, and watches, highlight the exclusivity of their products. In this paper, we propose a monopoly model of conspicuous consumption using the rational expectations framework, and then examine how purchase decisions are affected by the desire for exclusivity and conformity. We show that snobs can have an upward-sloping demand curve but only in the presence of consumers who are (weakly) followers. Laboratory tests lend support for this model prediction and for the rational expectations framework. The experimental results suggest that subjects used some degree of sophisticated thinking to arrive at their first-period decisions. Their behavior in the subsequent trials, however, can be adequately captured by a purely adaptive learning mechanism. We discuss the implications of consumer learning for optimal dynamic pricing policy by a monopolist.
Three experiments demonstrate that people incorporate more variety into their consumption decisions when their behavior is subject to public scrutiny. Studies 1 and 2 indicate that consumers expect others to evaluate their decision more favorably if they choose variety and that this sometimes leads individuals to incorporate more variety into their public than private decisions. Results of study 2 confirm predictions that a relevant individual difference variable (self-monitoring) moderates the effects of expected evaluation on variety seeking. The final study demonstrates that pressure to choose variety in public is eliminated when a social cue signals the appropriateness of consuming one's favorites. Copyright 2002 by the University of Chicago.
This article reviews the construct and measurement of materialism and concludes that materialism is appropriately conceptualized as a consumer value. The development of a values-oriented materialism scale with three components--acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success--is described. In validation tests high scorers (compared with low scores) desired a higher level of income, place greater emphasis on financial security and less on interpersonal relationships, preferred to spend more on themselves and less on others, engaged in fewer voluntary simplicity behaviors, and were less satisfied with their lives. Copyright 1992 by the University of Chicago.
The research agendas of psychologists and economists now have several overlaps, with behavioural economics providing theoretical and experimental study of the relationship between behaviour and choice, and hedonic psychology discussing appropriate measures of outcomes of choice in terms of overall utility or life satisfaction. Here we model the relationship between values (understood as principles guiding behaviour), choices and their final outcomes in terms of life satisfaction, and use data from the BHPS to assess whether our ideas on what is important in life (individual values) are broadly connected to what we experience as important in our lives (life satisfaction).
Three studies investigated the impact of self-construal on impulsive consumption. Independents exhibited more impulsive consumption tendencies than did interdependents. A chronically accessible independent self-construal was positively associated with country-level beer consumption (study 1a) and state-level problem alcohol consumption (study 1b). Experimentally primed independents reported more positive attitudes toward immediate beer consumption than did interdependents, and this effect was mediated by state impulsivity. Peer presence increased impulsive consumption tendencies for independents but decreased them for interdependents (studies 2 and 3). The moderating effect of self-construal was linked to greater motivation to suppress impulsive tendencies for interdependents than for independents (study 3). (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer's relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that, under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
The aim of the study was to investigate the relationship among Narcissism, personality traits and conspicuous consumption of brands in youth. This used quantitative research design with a sample consisting of 50 Men and 50 Women. The age ranged between 18 – 22 years. A purposive sampling technique was used to select participants. The findings revealed that there was a relationship among conspicuous consumption and traits of personality. It was also uncovered that there are gender differences in conspicuous consumption of brands, narcissism and personality traits. Further it was concluded that narcissism is positively associated with conspicuous consumption of brands. Narcissism was likely to be a positive predictor of conspicuous consumption of brands and personality traits are likely to be a predictor of conspicuous consumption of brands.
Günümüzde çoğu insan için ürün satın almanın ardında yatan temel sebep, ürünün birincil faydasını ifade eden rasyonel temelden uzaklaşmış durumdadır. İnsanlar genellikle sosyal onay almak, statülerini göstermek, başkaları tarafından takdir edilmek vb. sebepleri barındıran ikincil fayda için ürün satın alma davranışı göstermektedir. Ürünün rasyonel faydasını yok sayıp ikincil faydasına yönelik yapılan tüketim, gösterişçi tüketim olarak isimlendirilmektedir. Bu çalışmada gösterişçi tüketim eğilimi üzerinde materyalist eğilim ve ahlaki tüketim eğilimi ile birlikte demografik değişkenlerden cinsiyet ve aylık harcama miktarının anlamlı bir etkisi olup olmadığının tespit edilmesi amaçlanmıştır. Yapılan çoklu doğrusal regresyon analizi sonucunda, bahsi geçen değişkenlerin gösterişçi tüketim üzerinde anlamlı etkisi olduğu; bağımsız örneklem t testi sonucunda ise kadınlar ve erkekler arasında gösterişçi tüketim eğilimi açısından anlamlı bir farklılık olduğu tespit edilmiştir.
I revisit my Journal of Business Research (JBR) article published in 1985 that has garnered many citations. As such, I discuss the concept of self-congruity and the stream of research that the JBR article has spurred over the last 32 + years.
Çiğdem Kağitçibaşi's influential volume was a work of masterful scholarship and field-defining thought that challenged the existing assumptions in mainstream western psychology about the nature of individuals. During the past two decades since its publication, cultural and cross-cultural research and theory on the self, family, and human development have expanded greatly, developing fruitfully from the basic issues and paradigms Kağitçibaşi explored. This Classic Edition provides a critical assessment, consideration, and reflection of recent scholarship in this field. It brings this essential work up to date and appraises it in the light of current prevailing perspectives.
While research on conspicuous consumption has typically analyzed how people spend money on products that signal status, this article investigates conspicuous consumption in relation to time. The authors argue that a busy and overworked lifestyle, rather than a leisurely lifestyle, has become an aspirational status symbol. A series of studies shows that the positive inferences of status in response to busyness and lack of leisure time are driven by the perceptions that a busy person possesses desired human capital characteristics (e.g., competence and ambition) and is scarce and in demand in the job market. This research uncovers an alternative kind of conspicuous consumption that operates by shifting the focus from the preciousness and scarcity of goods to the preciousness and scarcity of individuals. Furthermore, the authors examine cultural values (perceived social mobility) and differences among cultures (North America vs. Europe) to demonstrate moderators and boundary conditions of the positive associations derived from signals of busyness.
Status concerns are noteworthy within a modern society as it is a key feature of individuals’ social reputation. Engaging in this form of thinking results in particular patterns of consumption within consumer groups. In South Africa, Black urban consumers have newfound spending power and social mobility. This study investigated motivators of Black urban consumers’ status consumption across different demographic variables (age, income and profession) in the South African (SA) emerging market. A survey research design was used to provide insights into the relationship of normative receptiveness (value expressive and utilitarian influences) and high self‐monitoring as status consumption motivators of clothing brand consumption. The sample consisted of 246 Black urban consumers between the ages of 24 and 36, residing in Gauteng, South Africa and currently working in professional positions. The results of the study indicated that when purchasing clothing Black urban consumers are motivated by factors related to status consumption.
This study found no significant differences between age and gender variables in terms of status consumption. In terms of profession, all three motivational factors were significant. They proved to be very aware of the image that they communicate and how they are seen by others indicating that they are motivated especially by value expressiveness, utilitarian influences and high self‐monitoring aspects across various professions.
Purpose
– The purpose of this paper is to examine the relationship between conspicuous consumption and public self-consciousness, materialism and domain-specific self-esteem, demographics and shopping behaviour.
Design/methodology/approach
– Focusing on clothing, public self-consciousness, materialism and domain-specific self-esteem are examined in relation to two characteristics of clothing: expensive and fashionable. Using a sample of 261 UK young professionals, the paper compares the five factors across three levels of clothing conspicuous consumption (low, medium and high).
Findings
– Findings indicate that while the five factors were associated to different levels of conspicuous consumption, the relationship was not always evident. Expensive clothing was more related to conspicuousness than fashionable clothing and differences between low- and medium/high-conspicuousness individuals appear to be larger than the difference between medium and high-conspicuousness groups.
Practical implications
– Price appears to be a more powerful influence on conspicuous consumption than the fashionable element and therefore a strategy focused on expensive prices is essential in attracting conspicuous consumers.
Originality/value
– The study provides an insight into conspicuous consumption in the context of clothing and its relationship with public self-consciousness, materialism and self-esteem as they relate to the expensive and fashionable dimensions.
There appear to be important cultural shifts occurring with regard to materialism. An understanding of the complex relationships between marketing, materialism, and consumer behavior is necessary to the development of effective responses to such changes. However, the current literature is somewhat fragmented, and an overarching model of this area is sorely lacking. This article integrates the two most commonly accepted, yet previously distinct, conceptualizations of consumer materialism into one composite model. The resulting model goes beyond present studies of materialism to comprehensively address how different aspects of consumer materialism may be related to specifically defined consequences in consumer behavior.
The growth in premium coffee consumption in South Korea along with increased incomes and lifestyle changes has created important opportunities for marketers to target customers in the international market. To take advantage of these opportunities, it is critical to understand the underlying factors that motivate Gen Y coffee consumers in Korea in order to provide guidance for international food and beverage businesses. This study investigates three possible mechanisms in terms of the individual, social, and functional evaluations of customers with respect to coffee consumption in upscale cafés. The results of this study provide empirical evidence that the basic motivational drivers of Korean Gen Y consumers’ premium coffee consumption in cafés are similar to dimensions of luxury value such as materialism, conformity, conspicuous tendencies, and functional dimensions. Moreover, this study discovered the moderating effect of income source according to the context in which it is obtained (gifted money or earned money) in terms of young consumers spending habits.
Furthering the understanding of materialism has been of paramount concern to both consumer researchers and policymakers over the past several years. This paper examines the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty, as examining material-centric behavior is becoming evermore important in a consumption-based economy. This study first examines these constructs in detail and proposes hypotheses, then through the use of structural equation modeling, explores how materialism positively relates to conspicuous consumption, impulse buying, and brand loyalty utilizing survey data from over 500 respondents residing in the Mid-Atlantic region of the United States. Managerial and consumer-oriented implications are discussed as we call for marketing managers to pay closer attention to societal outcomes stemming from the use of traditional marketing strategies.
The present work examines how experiencing high versus low power creates qualitatively distinct psychological motives that produce unique consumption patterns. Based on accumulating evidence that states of power increase focus on one’s own internal desires, we propose that high power will lead to a greater preference for products that are viewed as offering utility (e.g., performance, quality) to the individual. In contrast, extending past research showing that powerlessness fosters a compensatory motive to restore power; we demonstrate that the powerless prefer visible or conspicuous consumption that signals status to others. Regardless of whether high and low power were measured, episodically primed, or structurally manipulated, and regardless of how consumption patterns were measured (e.g., purchasing intentions, consumer attitudes, or creation of one’s own advertising slogan), five experiments support a parsimonious model for how different levels of power impact consumer behavior. Given the pervasiveness of everyday fluctuations in power, and the governing role of consumption in everyday life, these findings have potentially broad implications, from tailored advertising to different market segments to understanding the rise in consumer debt.
Purpose
– This paper sets out to address the issue of conspicuous consumption among middle age consumers (40‐60), focusing on the psychological and brand antecedents, using the context of automobile buying behaviour. Existing literature does not clearly conceptualise psychological and brand antecedent and their effect on conspicuous consumption due to usage of inconsistent measurement techniques and being largely targeted at the youth segment.
Design/methodology/approach
– Two scales of measurement (psychological antecedent scale, brand antecedent scale) were employed to measure the impact. The study involved a quantitative research methodology employing a structured questionnaire and quota sampling with a total sample of 302 within the region of the South‐East of the UK.
Findings
– The findings suggest that psychological and brand antecedents are of crucial importance among middle‐aged consumers in influencing their conspicuous consumption.
Practical implications
– Using the examples of present communication strategies adopted by conspicuous product marketers, the paper argues how they are missing an opportunity and provides them with a novel way to market their brands, focusing on how consumers associate themselves with these brands.
Originality/value
– The paper is the first of its kind to explicitly investigate the impact of brand and psychological antecedents among middle‐aged consumers – one of the most significant segments for conspicuous marketers, yet so far understudied.
Mfost of social psychology's theories of the self fail to take into account the significance of social identification in the definition of self. Social identities are self-definitions that are more inclusive than the individuated self-concept of most American psychology. A model of optimal distinctiveness is proposed in which social identity is viewed as a reconciliation of opposing needs for assimilation and differentiation from others. According to this model, individuals avoid self-construals that are either too personalized or too inclusive and instead define themselves in terms of distinctive category memberships. Social identity and group loyalty are hypothesized to be strongest for those self-categorizations that simultaneously provide for a sense of belonging and a sense of distinctiveness. Results from an initial laboratory experiment support the prediction that depersonalization and group size interact as determinants of the strength of social identification.
Following concepts introduced by Markus and Kitayama, this study describes the theoretical and empirical development of a scale to measure the strength of an individual's interdependent and independent self-construals. These two images of self are conceptualized as reflecting the emphasis on connectedness and relations often found in non-Western cultures (interdependent) and the separateness and uniqueness of the individual (independent) stressed in the West. It is argued that these two images of self can and do coexist in individuals and that they can be measured. A 24-item Self-Construal Scale measuring two dimensions of self-image is presented. The two distinct dimensions of the scale were supported in confirmatory factor analyses of two multiethnic samples of college students. The scale was found to have satisfactory reliability and validity. Its implications and potential applications are discussed.
Using nationally representative data on consumption, we show that Blacks and Hispanics devote larger shares of their expenditure
bundles to visible goods (clothing, jewelry, and cars) than do comparable Whites. These differences exist among virtually
all subpopulations, are relatively constant over time, and are economically large. Although racial differences in utility
preference parameters might account for a portion of these consumption differences, we emphasize instead a model of status
seeking in which conspicuous consumption is used as a costly indicator of a household's economic position. Using merged data
on race- and state-level income, we demonstrate that a key prediction of the status-signaling model—that visible consumption
should be declining in reference group income—is strongly borne out in the data for each racial group. Moreover, we show that
accounting for differences in reference group income characteristics explains most of the racial difference in visible consumption.
The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.