Vertical and Horizontal Individualism As Determinants of Materialism Within and ACRoss Cultures

Ellen Garbarino, University of Sydney, Australia
Julie Lee, University of Western Australia, Australia
Geoff Soutar, University of Western Australia, Australia
Trinadis’ HVIC framework clarifies the relationship between materialism and cultural orientation. Using survey data from seven countries with diverse cultural orientation, we find materialism-success is positively/negatively correlated with VI/HI respectively and that both orientations are positively correlated with materialism-happiness. The individual-level VI effect is stronger when country-level VI is lower.
[ to cite ]:
Ellen Garbarino, Julie Lee, and Geoff Soutar (2014) ,"Vertical and Horizontal Individualism As Determinants of Materialism Within and ACRoss Cultures", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 486-486.