The Instrumental and Detrimental Role of Materialism in the Development of Networks

Findings from a longitudinal field study of an emerging social network reveal materialistic people made more social connections over time. However, a caveat is that this benefit was perceptual, not actual. Materialism contributed to the discrepancy between consumers’ perceptual social network versus their actual social network, a phenomenon introduced as the perceptual network fallacy.


Seung Hwan (Mark) Lee (2011) ,"The Instrumental and Detrimental Role of Materialism in the Development of Networks", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 420-421.


Seung Hwan (Mark) Lee, University of Western Ontario, Canada


NA - Advances in Consumer Research Volume 39 | 2011

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