Rethinking Materialism: A Process View and Some Transformative Consumer Research Implications

Abstract

Although current conceptualizations of materialism have yielded very valuable insights, each seems to be narrowly restricted to its own research purposes. In this article, we offer an expanded view of materialism that stresses the functions of materialistic goal pursuit, the processes by which these functions are developed and implemented, and their potential consequences. This expanded view of materialism should then in turn lead to expanded avenues for future research. We conclude by proposing research implications for enhancing consumer welfare.