Article2003

Understanding Materialism Among Youth

Marvin E. Goldberg · Gerald J. Gorn · Laura A. Peracchio · Gary J. Bamossy

375 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

As an emerging value, materialism helps explain the consumer behavior of youth. Using a national sample of 9‐ to 14‐year‐olds, in this study we developed a Youth Materialism Scale. The findings suggest that more materialistic youth tend to shop more and save less. They are most interested in new products and most responsive to advertising and promotional efforts. Their parents view them as more expert with regard to products and they wield more purchase influence on their parents. Parents who are more materialistic tend to have children who are more materialistic. This study also reveals a modest negative relation between materialism and liking for school and school performance.

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References

1991Scale Development : Theory and Applications 1998Assessing Measurement Invariance in Cross‐National Consumer Research 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1993A dark side of the American dream: Correlates of financial success as a central life aspiration.1985Materialism: Trait Aspects of Living in the Material World 1995Where is the child's environment? A group socialization theory of development.1983The Disappearance of Childhood 1999The Nurture Assumption: Why Children Turn Out the Way they Do

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