Emerging Materialism in China: Qualitative and Quantitative Insights

Abstract

We qualitatively model cognitive schemas of Chinese materialists and nonmaterialists and quantitatively examine their related decision-making processes. A total of 322 Chinese respondents participated in the study. The qualitative findings suggest that social influence and social motives play key roles in differentiating materialistic from nonmaterialistic lifestyles for modern Chinese. The quantitative results show that anticipated positive emotions and perceived behavioral control are significant predictors of desire and intentions to pursue materialistic and nonmaterialistic lifestyles, but subjective norms only influence decisions for materialists, and attitudes only affect decisions for nonmaterialists. The impact of cognitive schemas on decision making and on the determinants of decisions in the model of goal-directed behavior is also tested.

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