When Those Who Have the Least Spend the Most: Understanding the Relationship Between Resource Scarcity, Socioeconomic Status and Materialism

Caroline Roux, Concordia University, Canada
Kelly Goldsmith, Northwestern University, USA
Sean Blair, Northwestern University, USA
Jung Kyun Kim, Northwestern University, USA
The current research examines the factors that promote materialism among lower-SES consumers, as well as the psychological processes underlying these effects. We present four studies demonstrating that the effect of consumers’ SES on materialism is moderated by reminders of resource scarcity, and shed light on the underlying mechanism.
[ to cite ]:
Caroline Roux, Kelly Goldsmith, Sean Blair, and Jung Kyun Kim (2014) ,"When Those Who Have the Least Spend the Most: Understanding the Relationship Between Resource Scarcity, Socioeconomic Status and Materialism", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 215-219.