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An examination of materialism, conspicuous consumption and gender differences
Author(s) -
Segal Brenda,
Podoshen Jeffrey S.
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2012.01099.x
Subject(s) - materialism , conspicuous consumption , consumption (sociology) , psychology , aesthetics , social psychology , sociology , economics , philosophy , neoclassical economics , epistemology , institutional economics
This paper examines gender differences in terms of materialism, conspicuous consumption, brand loyalty and impulse buying. We build our hypotheses based on both existing marketing and consumption literature with an additional integration of historical and gender studies literature in order to further augment the study of materialism and its related variables. Our study used survey data from 1180 Americans living in four northeastern states. Results show that significant differences between the genders were found in terms of materialism, conspicuous consumption and impulse buying. No significant difference was found in terms of brand loyalty.