Article2018

An Exploratory Comparison of Materialism and Conspicuous Consumption in Pakistan

Madhoo Dev · Jeffrey Steven Podoshen · Muhammad Shahzad

22 citations0/0 files storedJournal of International Consumer Marketing

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

Abstract

This exploratory research examines materialism and conspicuous consumption in a developing Asian nation, Pakistan. While Pakistan has not enjoyed the same momentum of its neighbor India in terms of economic growth, the nation is quickly growing and many of its citizens have greater spending power and increased abilities to buy western style goods, including luxury brands. We present some basic analysis on dispositions towards materialism and its related variables, specifically related to young adults living in the nation. Additionally we compare materialism and conspicuous consumption levels with young U.S. adults. Results show that young U.S. consumers are significantly higher in nearly all utilized measures of both materialism and conspicuous consumption.

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References

2025Advances in Consumer Research 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1985Materialism: Trait Aspects of Living in the Material World 1998Impulse buying: Modeling its precursors 2002Materialism and Well-Being: A Conflicting Values Perspective 2000Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries 1990Culture and Consumption 1998Impulse buying: Modeling its precursors

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