Can materialistic consumers have high well-being?

Richard Gruner, Hanako Frawley, Uwana Evers

Research output: Chapter in Book/Conference paperConference paperpeer-review


Materialism has emerged as an important topic within consumer research. Most studies report a negative relationship between materialism—the importance a consumer assigns to buying and owning products—and consumer well-being. However, relatively little is known about the nature of this relationship. Could materialism and well-being have a non-linear association? To further explore this relationship, we conducted a large scale cross-country empirical study involving 2,430 consumers. While results confirm that overall materialism has a negative effect on consumers’ well-being, our data suggest an S-shaped, cubic relationship meaning that both low and high levels of materialism were related to increased consumer well-being, and average materialism was related to decreased consumer well-being. The results help untangle what has been described as a complex and enigmatic relationship between materialism and consumer well-being.
Original languageEnglish
Title of host publicationAustralia New Zealand Marketing Academy Conference 2017
Subtitle of host publicationMarketing for Impact
EditorsLinda Robinson, Linda Brennan, Mike Reid
Place of PublicationMelbourne, Australia
PublisherRMIT University
Publication statusPublished - 2017
Event2017 Australian & New Zealand Marketing Academy Conference: Marketing for impact - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017


Conference2017 Australian & New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
Internet address


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