The Role of Regulatory Focus in the Endorsement of Material Values

Inge Lens, K.U. Leuven, Belgium
Mario Pandelaere, Ghent University, Belgium
L.J. Shrum, University of Texas at San Antonio, USA
Jaehoon Lee, University of Texas at San Antonio, USA
Three studies assessed the relations between materialism and regulatory focus. We hypothesize and show that prevention focus is positively related to materialism (primarily the happiness dimension) through its negative relation with self-esteem. Promotion is both positively and negatively related to materialism (primarily the success dimension) through two routes: A positive route through its positive relation with extrinsic goal pursuit and a negative route through its positive relation with self-esteem. The findings indicate that both promotion focus and prevention focus are related to materialism, but to different dimensions and through different mechanisms.
[ to cite ]:
Inge Lens, Mario Pandelaere, L.J. Shrum, and Jaehoon Lee (2010) ,"The Role of Regulatory Focus in the Endorsement of Material Values", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 457-458 .