The Role of Culture in the Assimilation of Materialistic Values: the Case of South African Society

The concept of materialism continues to play an enduring role in the consumer literature because it is widely viewed as a driving force in western society as well as a salient expression of an individual’s self-concept (see Richins 1999). Anecdotally, materialism appears to be a central concern for social commentators and scholars alike. We investigate the role that acculturation plays in the assimilation of materialistic values in an advancing society, namely South Africa, when individuals migrate from tribal areas to modern western cities such as Johannesburg. In six long interviews, we uncover factors that facilitate the assimilation of materialistic values as well as those that inhibit that process.



Citation:

James Hunt, Carol Scarborough, and Scott Hoenig (2011) ,"The Role of Culture in the Assimilation of Materialistic Values: the Case of South African Society ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

James Hunt, Temple University, USA
Carol Scarborough, Rutgers Universty, USA
Scott Hoenig, Witwatersrand Uiversity, South Africa



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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