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.



Citation:

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.

Authors

Eric Levy, University of Cambridge, UK
Mark Forehand, University of Washington, USA
Shailendra P. Jain, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Presidential Address

Stacy Wood, North Carolina State University

Read More

Featured

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

Read More

Featured

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.