Can Materialists Reduce Consumption? the Impact of Self-Control and Time Orientation
This study investigates whether high-materialism individuals reduce consumption while still endorsing materialistic values. After conducting two studies and a pre-test, this paper demonstrates that participants who score high in the happiness dimension of materialism have their consumption propensity reduced when their self-control and long-term orientation are artificially increased through priming.
Citation:
Marcelo Vinhal Nepomuceno and Michel Laroche (2014) ,"Can Materialists Reduce Consumption? the Impact of Self-Control and Time Orientation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 801-801.
Authors
Marcelo Vinhal Nepomuceno, ESCP Europe, France
Michel Laroche, Concordia University, Canada
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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