A consumer values orientation for materialism and its measurement: scale development and validation

Article Abstract:

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 scorers) desired a higher level of income, placed 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. (Reprinted by permission of the publisher.)

Measurement, Beliefs, opinions and attitudes, Materialism, Attitudes

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Social comparison and the idealized images of advertising

Article Abstract:

This article reviews theories that might explain how advertising causes dissatisfaction with the self. It is hypothesized that consumers compare themselves with idealized advertising images. Exposure to such images may change consumers' comparison standards for what they desire or lower perceptions of their own performance on relevant dimensions; the result is lowered satisfaction. Exploratory and experimental research examined these hypotheses in the context of idealized images of physical attractiveness and lowered satisfaction with one's own attractiveness. (Reprinted by permission of the publisher.)

Psychological aspects, Advertising, Advertising research, Satisfaction, Satisfaction (Psychology), Self, Self (Psychology)

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After the new wears off: the temporal context of product involvement

Article Abstract:

Using a longitudinal plan to generate proof for the theory that there are two types of product involvement, situational and enduring, two groups of car owners are studied, and varying temporal dimensions of involvement are demonstrated. Results indicate that situational product involvement decreases as the original involvement conditions change.

Research, Product management, Marketing research, Market research

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