How Does Consumer Materialism Relate with 4-Factor INDCOL?

Authors : Ulvi Cenap TOPÇU

Pages : 854-862

View : 31 | Download : 14

Publication Date : 2020-12-26

Article Type : Research Paper

Abstract :The purpose of this study is to present the findings on the relationship between individualism-collectivism insert ignore into journalissuearticles values(INDCOL); and consumer materialism insert ignore into journalissuearticles values(MAT); concepts and to discuss the predictive use of INDCOL. Data of a doctoral dissertation with a sample size of 633 participants was used for SEM analyses. The analysis revealed a positive relationship between horizontal individualism insert ignore into journalissuearticles values(HI); and MAT as anticipated, however, vertical individualism insert ignore into journalissuearticles values(VI); is unexpectedly found to be negatively related to MAT. Also, the results did not reveal a significant relationship between vertical collectivism insert ignore into journalissuearticles values(VC); and MAT, and the horizontal collectivism insert ignore into journalissuearticles values(HC); factor could not be validated. The result of the HI-MAT relationship confirms the understanding that materialism has roots in an individualistic sense of modernity, when VI-MAT is discretely found negative. Therefore, it is comprehended that the INDCOL construct needs to be reconsidered for predictive use, since vertical/horizontal terms are found to be liable to cause problems on the conceptual inferences of individualism/collectivism. Thusly, associating the INDCOL concepts to behavioral theories is recommended for future research.
Keywords : Vertical Horizontal, Individualism, Collectivism, Consumer Materialism