The Effect of Social Threats on Consumer Materialism

Eric Levy, University of Cambridge, UK
Mark Forehand, University of Washington, USA
Shailendra P. Jain, University of Washington, USA
Although it is known that threats to self-esteem can lead consumers to self-enhance through materialistic purchases, the psychological underpinnings of this effect are not well understood. We propose that such materialistic behavior occurs when the threat to consumers’ self-esteem challenges their social (as opposed to private) self-concept.
[ to cite ]:
Eric Levy, Mark Forehand, and Shailendra P. Jain (2011) ,"The Effect of Social Threats on Consumer Materialism", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 607-608.