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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Materialism, status consumption, and consumer independence.

Ronald Earl Goldsmith¹, Ronald A Clark

¹Florida State University, Department of Marketing, 821 Academic Way, Tallahassee, FL 32306-1110, USA. rgoldsmith@cob.fsu.edu

The Journal of Social Psychology

|February 8, 2012

Summary

Materialism drives consumers toward status products and away from independent choices. This study reveals that seeking social status through purchases mediates the link between materialism and reduced consumer independence.

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Area of Science:

Consumer Psychology
Sociology

Background:

Materialism significantly shapes consumer behavior, particularly regarding social influence and product choices.
Understanding the interplay between materialism, status consumption, and consumer independence is crucial in marketing and behavioral economics.

Purpose of the Study:

To investigate the relationship between materialism, status consumption, and consumer independence among student consumers.
To examine the mediating role of status consumption in the association between materialism and consumer independence.

Main Methods:

Two studies were conducted with U.S. student consumers (N=187 and N=258).
Data were collected through surveys assessing materialism, status consumption, and consumer independence.
Statistical analyses were used to determine the relationships and mediation effects.

Main Results:

Materialism positively correlates with consuming products for status.
Materialism negatively correlates with consumer independence.
Status consumption fully mediates the relationship between materialism and consumer independence.
Less materialistic, independent consumers tend to avoid status-seeking through goods.

Conclusions:

Materialism encourages status consciousness and adherence to social purchasing norms.
Consumers driven by materialism prioritize social standing over personal preferences.
Consumer independence is diminished by a focus on acquiring status through products.