Cross cultural differences in materialism

Abstract

Materialism was explored in twelve countries using qualitative data, measures of consumer desires, measures of perceived necessities, and adapted versions of the Belk (1985) materialism scales with student samples. The use of student samples and provisionary evidence for cross-cultural reliability and validity for the scales, make the quantitative results tentative, but they produced some interesting patterns that were also supported by the qualitative data. Romanians were found to be the most materialistic, followed by the U.S.A., New Zealand, Ukraine, Germany, and Turkey. These results suggest that materialism is neither unique to the West nor directly related to affluence, contrary to what has been assumed in prior treatments of the development of consumer culture.