Abstract
AbstractMeasuring people’s values Orientation for Materialism has been a popular area for the research in social sciences since 1990’s. Among the plethora of materialism scales, perhaps Marsha Richins and Scott Dawson formulated scale for measuring materialism is the most popular and widely used. This research examines the consumerism of Bangladesh using Richins’ Scale of seventeen items categorized in three variables to measure materialism. Exploratory Research Design is applied to address the clusters of attitudes that may emerge from the data gathered by mall intercept from a convenience sample of 1,259. “Factor analysis” was conducted to devise a valid scale to measure consumerism in this culture. Research findings suggest that a new set of items can measure the level of materialism with acceptable reliability and validity for the culture of Bangladesh. When the relationships between demographics and materialism were assessed, with the exception of age, a non-consistent pattern emerged. Hardly any eff...
Highlights
Materialism is a mindset that expresses the interest of getting and spending (Rassuli & Hollander, 1986)
Materialism is a valuable concept for social behavior theory and testing and refining a materialism scale in the developing economy is a reasonable initiative in assessing its cross-cultural applicability
The materialism scale of Richins and Dawson (1992) provides a good framework since it was built on the idea that materialism is a value that guides the conduct that center around three dimensions of social lives; material success, material centrality, and material happiness
Summary
Materialism is a mindset that expresses the interest of getting and spending (Rassuli & Hollander, 1986). A materialist may prefer to work longer hours to earn more money rather than using the same time for leisure pursuits (Richins & Dawson, 1992) It is a lifestyle of a high degree of material consumption that acts as a goal and serves as plans (Daun, 1983). It is described as “a personal value that encompasses concern with material things, competitiveness, and emphasis on making a profit as opposed to human well-being” (Beutel & Marini, 1995) It is a prominent individual difference variable often viewed as a personality trait (Belk, 1985) or a unique set of values of the consumers (Kasser, 2002). The obvious contrast in structural, economic, environmental and social factors among the discrete cultures lead fairly to predict the variation regarding the relative influence of materialism within the culture
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