Rising Consumer Materialism

A Threat to Sustainable Happiness

Afia Khalid, Faisal Qadeer

• Publisher: Routledge
• Year: 2017
• Print ISBN: 9781032096124
• eBook ISBN: 9781351256902
• Topic: Business
• Subtopic: Business General
• Index: Business

Rising Consumer Materialism presents a theoretical advancement of materialism research. It identifies eight areas of a consumer's life that are inter-disciplinary and of prime importance towards promoting happy and rewarding lifestyles. This study examines the pre-planned purchase process as the primary step towards satisfactory consumption. The theoretical framework provides a stream of research possibilities that guide readers towards healthy consumption patterns. Therefore, the book offers practical solutions to problems such as loneliness and unhappiness. It advocates a new dimension of consumption activity and lifestyle choices that can help to re-socialize and improve social bonds; hitting materialism right at its core, making the consumption experience well informed and beneficial for the consumer as well as society.

Together, pre-planned engaging, intrinsic experiential purchases with a view to environmentalism, religiosity, social giving, social support and nostalgia can cure the excessive emphasis on acquiring and showing off valuables that are disruptive to a consumer's social affiliations and subjective wellbeing.

Rather than utilizing material possessions as a proxy measure for success and happiness resulting in only temporary happiness, discontent, continuous brand/product switching, undesirable post purchase evaluations and shifting brand loyalties, the book establishes alternative mechanisms for achieving happiness. The integrated framework provides a comprehensive solution rather than a half-baked specific situational-based intervention and is a must read for academics, students and consumers alike.

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1 Introduction

1.1 Why materialism research is important

The discipline of consumer behaviour can play an important role in improving the lives of consumers. It studies the dynamic processes involved in making decisions about consumption experiences and how they affect the lives, feelings and coping capabilities of the several people involved in the process, thereby contributing to the formation of broader social marketplace realities and contextualizing marketing strategies.

The field of consumer behaviour emphasizes specifically the understanding of the underlying mechanisms that shape the pre-purchase, purchase and post-purchase decision-making processes of the consumer. One of the most important aspects of consumer culture is the core values that shape and influence the motivations, perceptions and attitude formation of consumers. The value set of the consumer greatly affects consumption choices, and understanding these underlying values and their impacts on consumer behaviour has important ramifications both theoretically and practically. One of the core values of the consumer’s value set is materialism. Materialism is the importance that consumers attach to prized possessions, as they continuously strive for more, theming their lives around acquiring and possessing such valuables.

All over the world societies are experiencing a higher level of consumerism and brand absorption. The disruptive effects of consumerism and the incoherent lifestyles of consumers due to rising materialism have become a growing concern for socio-psychologists. Materialism is believed to make consumers selfish, greedy, egoistic and non-social. The significance that materialists assign to acquiring material goods takes central stage in life; it has a detrimental effect on their social relationships, damages the quality of connectedness and decreases the ability to fulfil the social needs of connectivity and intimacy. It is inversely related to psychological and subjective well-being. Consequently, even with high levels of ownership, consumers report being unhappier and lonelier than ever before. Therefore, it is increasingly becoming imperative to advance the theoretical knowledge of materialism and to craft a materialism theory for consumer happiness that is applicable to and that provides a practical solution to problems such as loneliness, dissatisfaction and unhappiness.

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Materialism makes the consumer indulge in consumption patterns such that social and intimate relationships are left behind, crowded out by material valuables. When the consumer eventually perceives loneliness, which is a perception that social needs are not being met, they indulge in more consumption, as a coping mechanism, to do away with the loneliness. The consumer is thus trapped in a cycle where the lonelier they feel the more stress, marginality, anxiety and sadness they feel, the more they indulge in materialism as a coping strategy, and the lonelier they become due to the crowding-out effect of materialism. This materialism-loneliness trap becomes visible and vicious when the consumer utilizes material possessions as a proxy measure for success or happiness. In effect, the consumer is only temporarily happy and remains feeling lonely. Greater loneliness decreases the prospects for social sharing, which reduces the happiness acquired from material goods. The consumer substitutes goods for happiness but soon realizes the emptiness and becomes unhappier due to lack of emotional support or loneliness. Moreover, the materialistic values are in opposition to group values, emphasizing individualism rather than collective welfare. As a result of high levels of materialism, the consumer is trapped in unending loneliness and unhappiness. The lack of happiness results in continuous brand/product switching, undesirable post-purchase evaluations and shifting brand loyalties, which is a concern for both theorists and marketers alike.

The earlier consumer research has focused either upon understanding the impacts of materialism from the standpoint of different disciplines or called for ways to ‘dematerialize’ lifestyle. A recent wave has also talked about new materialism, whereby materialistic lifestyles should be accepted and not criticized, the only requirement being the control of materialistic pursuits beyond a certain level. This new materialism has gained momentum in recent years but provides a limited solution. Nonetheless, materialistic values are dominant enough to make dematerialization an impractical solution and simply understanding the sociological, cultural, economic and psychological impacts of materialism remains only a half-baked theoretical contribution. The inability to provide a comprehensive interdisciplinary theory for regulating materialism has kept it unleashed, which is troublesome to cope with. In both theories there is a lack of cohesiveness around dealing with materialism in a balanced way that is not disruptive for the consumer. Therefore, this study is the first to answer the call for a method for leaving the materialism trap in a cohesive manner that inculcates prior knowledge from different disciplines. It also advocates a new dimension of consciously altering consumption-process activities and engaging in socio-cultural activities that can help in re-socialization and the improvement of social bonds – hitting materialism right at its root.

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Since no concrete theoretical efforts have been made to provide an understanding of the contingencies in which the consumer can break free from the Materialism-Loneliness-Happiness (MLH) trap, the existing research remains inadequate in making the phenomenon directly researchable. Furthermore, there is little understanding of the role of the three facets of materialism in relation to consumer happiness. This book focuses on identifying the role of materialism and its sub facets in relation to consumer happiness by enabling a conscious breaking free of the materialism-loneliness-happiness trap, as well as uncovering contingencies that can farther mitigate the cycle.

To assist the reader in understanding the depth of the existing literature on materialism, a systematic review of the major theoretical contributions is carried out, identifying the major themes, on the basis of which four general questions are elaborated:

a) Can materialism be regarded as a negative consumer value only?

b) Can changes in the sub facets of materialism lead to a greater and continued level of happiness?

c) What are the contingencies to the way consumers behave that can mitigate the materialism-loneliness trap?

d) What are the factors that can lessen the impact of loneliness on consumer happiness?

In essence these questions help to explain the theoretical understanding of materialism and related constructs. The contriving of a multidisciplinary framework for curbing materialism and mitigating its negative impacts is important both for the advancement of the study of consumer behaviour (as a discipline and as case studies) and so that the materialism theory can be applied towards consumer happiness. The proposed Socio-Psychological Theory of the Materialism-Loneliness-Happiness Trap is intended to make the consumption experience well informed and beneficial for the consumer as well as society. Conscious intervention into consumption patterns, social-giving patterns, cultural patterns and nostalgic orientations provides a theoretical and practical framework that ensures greater satisfaction with the purchase experience; improved social goodness, environmental care and sustainability; continued brand loyalties; and sustained happiness. It also provides a cohesive dimension of consumption that opens up a whole new agenda for future research.

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1.2 Significance of materialism trap research for academia

The book attempts for the first time to investigate and theorize the materialism and loneliness trap and its impact on consumer happiness. It will not only provide a systematic review of the materialism literature, but will also subsequently introduce a comprehensive framework in the form of the Socio-Psychological Theory of the MLH Trap, encompassing consumption patterns and other factors that will supplement materialism research. The framework will advance academic understanding of the phenomena involved by providing a cross-over underpinning for the combined psychological, cultural and social factors surrounding the consumer. Moreover, the study will also provide theoretical foundations that will steer marketing practitioners towards using advertising appeals that modify and promote happier consumption patterns.

Consumers often exhibit post-purchase discontent and unhappiness with the purchases they make, resulting in continuous product and brand switching. The proposed theory may help practitioners to train consumers to adopt certain consumption patterns that make them happy with their purchases and promote loyalty. Moreover, the study identifies two areas of promotional appeal that can be used in advertising and promotions that increase not only the chances of higher sales but also of happier consumers.

The field of consumer behaviour revolves around understanding the various facets of the consumption process, the socio-psychological setup of the consumer and the ways in which buying behaviour could be made more informed and effective. Marketing campaigns usually stem from this understanding and are aimed at making consumers happier, and satisfied with their consumption, such that they remain a constant source of brand equity. However, each year a higher number of consumers report dissatisfaction and unhappiness with their purchases and often switch brands without apparent product/service failure. Therefore, despite decades of marketing campaign design, the delight and happiness promised for the consumer is ultimately unachieved and remains fragmented. The paradox is that even with ever-increasing budgets for advertising, brand management, marketing and amassing trade volumes, consumer happiness is reportedly plummeting.

This book focuses on the fact that marketing campaigns and various attempts to promote consumer happiness are often misdirected. Such efforts usually push the consumer towards greater materialism, loneliness and distress rather than bringing happiness. A happier consumer will be ethically embedded and more loyal, making the sustainability of happiness an important determinant of individual, social and marketing effectiveness. Nonetheless, it seems difficult to achieve such sustainability, as the solutions provided by several happiness studies are only half-baked and do not present comprehensive, sustainable solutions, due to ineffective identification of the obstacles. The book, however, identifies that a major hindrance to sustainable consumer happiness is being ensnared in the materialism-loneliness-happiness trap and that sustainable happiness can be only achieved by untangling the trap through the contingencies identified by the Socio-Psychological Theory of the MLH Trap, as developed and explained in this book. The theory posits that the trap becomes vicious when the consumer utilizes material possessions as a proxy measure for success or happiness and attempts to buy happiness with money. In the process the consumer becomes socially disruptive. Moreover, the attempt usually fails due to the lack of social sharing prospects, resulting in greater loneliness. The void created by the lack of happiness results in continuous brand/product switching, undesirable post-purchase evaluations and shifting brand loyalties. The book attempts to develop and explain the Socio-Psychological Theory of the MLH Trap as a generalized theory for sustainable consumer happiness. Hence, it can contribute to sustainable consumer happiness and effective marketing campaigns and advertising aimed at consumer happiness such that the true purposes of marketing campaigns and consumer behaviour studies are attained.

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1.3 Introduction to the main concepts

Materialism

Materialism is considered an accumulation of certain personality traits that differentiate a materialist from a non-materialist, such as greed, resentment, self-centredness and lack of generosity (Belk, 1984). Materialism is a ‘craving for worldly possessions’ as a steering value of life that ensures happiness and success in a materialist’s belief (Richins and Dawson, 1992). There are three aspects of materialism, namely: centrality (major goal in life is acquiring worldly possessions), happiness (quest for material goods is the primary source of satisfaction) and success (worldly possessions act as an indicator of success to others) (Richins and Dawson, 1992).

Loneliness

Loneliness is a relatively persistent experience of emotional suffering caused by rejection or exclusion by others from a social group, being misunderstood and alienated, lacking suitable and desirable social partners for various activities, specifically the events that furnish prospects for intimacy and a sense of communal integration (Rook, 1984). It occurs when there is a perception that the quantity, significance and quality of social relationships do not meet the social needs of an individual (Gordon, 1976).

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Happiness

Happiness is a measure of psychological and subjective well-being. It is a state of mind that results from being eudemonically and hedonically satisfied (Fave et al., 2011). It is an amalgam of factors including personality traits such as self-esteem, extraversion, optimism and self-control, the time frame in which happiness is being measured, and the life role being played at any point of time. It is composed of three related mechanisms which are: positive affect, absence of negative affect and satisfaction with life as a whole (Lu, 1999).

The relationship between these three constructs gives rise to the materialism-loneliness-happiness trap. This trap develops eventually due to the intensification of a materialistic lifestyle that triggers high levels of loneliness and a resulting low level of happiness. Consumers, highly engaged in materialistic pursuits, substitute material possessions for people. They become self-centred and power centric, exhibit lower intrinsic satisfaction and show lower ethical consideration. Such consumers usually develop strong group ties with other high materialists. So the whole group becomes deficient in out-group socialization capabilities. These habitual patterns shape their social circumstances in such a way as to cause them to feel lonely. Other impacts of materialism (discussed later) make such consumers depressive and discontent. The more they try to gain happiness, the tighter the knot becomes.

1.4 What this book will achieve

This book establishes a unified theory of sustained happiness for lonely materialistic consumers, a theory called the Socio-Psychological Theory of the MLH Trap. It provides a theoretical framework for materialism principles that revolves around a consumer’s life from different standpoints and gives a baseline that can help in evaluating and understanding materialism from both the micro and macro aspects, at individual level and later at group and societal level. It also takes into account the different aspects of the consumption process and the motivations behind it. Little research has focused on the consumer decision-making process in totality as a complete purchase mechanism that the consumer applies at different stages of consumption, or on how the consumer exhibits materialism. The study can effectively contribute towards the understanding of the decision-making process at a finer level. Furthermore it effectively establishes that materialism can be curbed and manipulated through changes in consumption behaviour.

The conceptual clarity of materialism and related processes set out in the book will enable consumers to effectively enlarge their consumption experience and enjoy a higher level of satisfaction with their purchase and experiences. Moreover it will help consumers to relish a sustained level of happiness as better consumers, users and givers within society. Marketers can effectively reduce the level of product dissatisfaction and brand switching by educating the consumer about evaluation-process potholes. Moreover it may help marketers to streamline their advertising appeals according to the experiential and nostalgic aspects of their products and services.

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The Socio-Psychological Theory of the Materialism-Loneliness-Happiness Trap makes a significant theoretical contribution through the investigation and theorization of the materialism-loneliness trap and its impact on consumer happiness. The systematic review of the materialism literature provides a theoretical framework of consumption patterns and subsequent consumer behaviour that will not only supplement materialism research but can act as a guide for happier lifestyles. It provide...

Table of contents

• Cover Page
• Rising Consumer Materialism
• Routledge Focus on Business and Management
• Title
• Copyright
• Contents
• List of Figures
• List of Tables
• Preface
• Acknowledgements
• 1 Introduction
• 2 Knowing There is a Trap at Hand
• 3 You May Not Know But You are Already Trapped!
• 4 The Beginning of the Materialism-Loneliness-Happiness (MLH) Trap
• 5 Integration of the MLH Trap with Other Aspects of Consumer Behaviour
• 6 Socio-psychological Theory of the MLH trap
• 7 Discussion and Conclusion
• Index