Materialism, narcissism and the attitide towards conspicuous consumption | Zendy

Branko Velov | Zendy; Vesna Gojković | Zendy; Veljko Djurić | Zendy

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Materialism, narcissism and the attitide towards conspicuous consumption

Author(s) -

Branko Velov,

Vesna Gojković,

Veljko Djurić

Publication year - 2014

Publication title -

psihologija

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.222

H-Index - 16

eISSN - 1451-9283

pISSN - 0048-5705

DOI - 10.2298/psi1401113v

Subject(s) - materialism , conspicuous consumption , narcissism , conformity , nomological network , consumption (sociology) , psychology , social psychology , dimension (graph theory) , sociology , economics , social science , philosophy , mathematics , neoclassical economics , economy , service (business) , epistemology , pure mathematics , institutional economics

Conspicuous consumption (purchase of expensive goods and services in order to visibly demonstrate buying power) is a frequent and widely spread type of consumer behavior. Besides its economic dimension, conspicuous consumption certainly also has its - for now under studied - psychological dimension. So far, it has been reported that positive attitude towards conspicuous consumption is associated with conformity, high esteem of authority, social anxiety, Machiavellism, and ruthless self-advancement. In this study, using a sample of 272 high school students (aged 16-18) we studied predictive relationship between narcissism and materialism, and the attitude towards conspicuous consumption. The data indicated that materialism was a significant predictor of the attitude towards conspicuous consumption, quite in line with some previous research. In spite of a significant correlation between narcissism and materialism, narcissism was not a significant predictor of the attitude towards conspicuous consumption. Thus, this study has widened nomological network of the attitude towards conspicuous consumption and clearly delineated two seemingly similar psychological constructs: materialism and the attitude towards conspicuous consumption

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