Are Modern Chinese Getting More Materialistic?: a Study of Materialism With Longitude and Cross-Cultural Comparisons

This study makes a unique contribution to the extant body of materialism research. It provides insight of materialism in modern China by applying the MGB and developing cognitive schemas. Two waves of survey were conducted. The first was conducted in both China and US in 1998. Respondents answered a qualitative motive elicitation part in the questionnaire and provided motives for choosing between a materialistic vs. a non-materialist lifestyle. 330 complete questionnaires were obtained in China and 362 in US. The second wave of survey was conducted in China in 2008 with 322 complete questionnaires collected. Respondents responded to an identical qualitative part for eliciting motives for lifestyle choice and a quantitative inventory of closed-ended questions measuring variable in the MGB. The findings showed that subjective norms, anticipated positive emotions and perceived behavioral control are significant predictors of desire and intentions to pursue a materialistic lifestyle for Chinese respondents in 2008. We further developed cognitive schemas to further explore their motivations underlying the choices. A longitude comparison of Chinese materialists shows the development of materialism with increasing affluence. The finding of a cross cultural comparison implies further development of materialism measures needs to cover social influence and social motives.


Chunyan Xie , Richard P. Bagozzi, Zhi Yang, and Ping Wu (2011) ,"Are Modern Chinese Getting More Materialistic?: a Study of Materialism With Longitude and Cross-Cultural Comparisons ", 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: 750-751.


Chunyan Xie , Stord/Haugesund University College, Norway
Richard P. Bagozzi, University of Michigan, USA
Zhi Yang, Hunan University, China
Ping Wu, University of Michigan, USA


NA - Advances in Consumer Research Volume 39 | 2011

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