management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 2/2013

Materialism in consumer behavior and marketing: a review
Abstract. In recent years, materialism has become an increasingly important topic in consumer behaviour and marketing. However, several scholars have questioned the existing materialism conceptualizations, by extension the various materialism measures. In this paper, materialism literature is reviewed extensively. This conceptual paper comprises of four sections. First, materialism is discussed as a socio-cultural phenomenon as well as an individual phenomenon. Second, materialism as an individual phenomenon based on Larsen et al. (1999) conceptual framework is discussed. Third, various materialism conceptualizations in consumer behaviour and marketing literature have been reviewed. Furthermore, ten different materialism measurement scales were discussed. Also, their drawbacks are mentioned. Based on the review, it is concluded that existing materialism conceptualizations and measures have several shortcomings. Consequently, in the fourth part, a newer materialism conceptualization proposed by Shrum et al. (2012) is discussed. Additionally, the advantages of the newer definition of materialism over prevailing definitions are explained.
Keyword: materialism, perspectives, conceptualizations in consumer behaviour, marketing measurement scales, drawbacks.
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