Perhaps It Would Be Better If Materialistic Birds of a Feather Did Not Shop Together: Materialism, Accountability, and Luxury Brand Attitudes & Consumption Emotions

Dan Freeman, University of Delaware
Brent McFerran, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Stefan Thau, London Business School, UK
Materialism is associated with many negative outcomes. Therefore, it is important to identify factors that moderate the expression of materialistic values. This study examines the influence of accountability. Results show that when participants were accountable to a materialistic peer, materialism amplified the experience of positive emotions from the purchase of luxury brands. In contrast, when participants were accountable to a non-materialistic peer, materialism attenuated the experienced positive emotions. Brand attitudes were unaffected by accountability. This pattern of results suggests that materialists' expectations regarding status enhancement from product consumption may play a key role in regulating the expression of materialistic values.
[ to cite ]:
Dan Freeman, Brent McFerran, Karl Aquino, and Stefan Thau (2008) ,"Perhaps It Would Be Better If Materialistic Birds of a Feather Did Not Shop Together: Materialism, Accountability, and Luxury Brand Attitudes & Consumption Emotions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 980-981.