The Effect of Social Threats on Consumer Materialism
Although it is known that threats to self-esteem can lead consumers to self-enhance through materialistic purchases, the psychological underpinnings of this effect are not well understood. We propose that such materialistic behavior occurs when the threat to consumers’ self-esteem challenges their social (as opposed to private) self-concept.
Eric Levy, Mark Forehand, and Shailendra P. Jain (2011) ,"The Effect of Social Threats on Consumer Materialism", 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: 607-608.
Eric Levy, University of Cambridge, UK
Mark Forehand, University of Washington, USA
Shailendra P. Jain, University of Washington, USA
NA - Advances in Consumer Research Volume 39 | 2011
Stacy Wood, North Carolina State University
Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA