Asia's Materialists: Reconciling Collectivism and Materialism

Awanis, Sandra and Schlegelmilch, Bodo B. ORCID: and Chi Cui, Charles (2017) Asia's Materialists: Reconciling Collectivism and Materialism. Journal of International Business Studies, 48 (8). pp. 964-991. ISSN 0047-2506

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

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Materialism has an ugly face. The dominant view of materialism regards materialists as self-prioritizing individuals who oppose collective and prosocial goals in favor of a lifestyle led by money, possessions, and status. The present research argues that there is a side of materialism that is concerned with collective-oriented interests. We examine the nature and consequences of collective-oriented materialism - the belief system that ascribes importance to possessions for their symbolic and signaling capacities to construct desirable social attributes. Drawing from cultural and consumer theories, we find considerable support that materialists espouse a collective-oriented quality to an otherwise self-oriented interest towards possessions.

Item Type: Article
Additional Information: Supplementary information accompanies this article on the Journal of International Business Studies website (
Keywords: materialism; values; Asia; cultural values; conspicuous consumption; multidimensional scaling; moderation analysis
Divisions: Departments > Marketing > Internationales Marketing Management
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 05 Sep 2017 09:31
Last Modified: 31 Oct 2019 09:13
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