Materialism, status signaling, and product satisfaction

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117 Scopus citations


The consumer satisfaction literature has not, for the most part, integrated individual values into the product evaluation process. Yet a comprehensive understanding of consumer satisfaction can best be attained by including both consumer and product factors. To demonstrate the usefulness of including individual values, this research focuses on one consumer value, namely, materialism. The authors empirically explore how this individual value is linked to consumers' evaluations of products they have purchased. Using surveys, the authors collected data from a sample of college students (n =211) and a sample of adults (n =270). Across these two studies, using divergent samples and products, they find consistent evidence that materialism is negatively related to product satisfaction in product categories with high potential for status signaling, but unrelated to product satisfaction in product categories with lower potential for status signaling. The consumption goals that produce these product evaluations are empirically addressed.

Original languageEnglish (US)
Pages (from-to)494-505
Number of pages12
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - Oct 2006


  • Consumer satisfaction
  • Individual value
  • Materialism
  • Product evaluation
  • Status signaling

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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