Can Materialists Reduce Consumption? the Impact of Self-Control and Time Orientation

Marcelo Vinhal Nepomuceno, ESCP Europe, France
Michel Laroche, Concordia University, Canada
This study investigates whether high-materialism individuals reduce consumption while still endorsing materialistic values. After conducting two studies and a pre-test, this paper demonstrates that participants who score high in the happiness dimension of materialism have their consumption propensity reduced when their self-control and long-term orientation are artificially increased through priming.
[ to cite ]:
Marcelo Vinhal Nepomuceno and Michel Laroche (2014) ,"Can Materialists Reduce Consumption? the Impact of Self-Control and Time Orientation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 801-801.