An exploration of the relationships between materialism, frugality, and consumer well-being

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The relevance of materialism to consumer behaviour is undisputed. Materialism has repeatedly been heralded as a critical macro consumer behaviour issue. Nevertheless, while the majority of marketing efforts implicitly fosters materialism, relatively little empirical research has been conducted to explore the relationship between materialism and consumer well-being. Similarly, a related concept, consumers’ frugality has received little research attention in its ability to affect consumer well-being. In this paper, the authors present empirical evidence that goes some way towards shedding light on the nature of these important relationships. Materialism was related to lower well-being and a worse perceived financial situation, whilst frugality was related to higher well-being and a better perceived financial situation. The authors discuss the findings’ research implications.
Original languageEnglish
Title of host publicationAustralia New Zealand Marketing Academy Conference 2016
EditorsDavid Fortin, Lucie K. Ozanne
Place of PublicationChristchurch, New Zealand
PublisherPromaco Conventions Pty. Ltd.
ISBN (Print)9780473376604
Publication statusPublished - 2016
EventAustralian and New Zealand Marketing Academy Conference: Marketing in a Post-Disciplinary Era - University of Canterbury, Christchurch, New Zealand
Duration: 5 Dec 20167 Dec 2016


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
Country/TerritoryNew Zealand


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