The dual nature of materialism. How personality shapes materialistic value orientation

Abstract

This article presents two empirical studies examining different types of materialism as identified in an analysis of connections between materialism and HEXACO personality traits. Two groups of materialistic subjects and one non-materialistic group were revealed in both studies. In one group, a high level of materialism was accompanied by low levels of honesty-humility, agreeableness, and emotionality and higher levels of extraversion (Peacock type). In the second group, materialism was found alongside lower levels of honesty-humility, agreeableness and extraversion but higher levels of emotionality (Mouse type). “Peacocks” were more prone than “Mice” to look for immediate financial gains and ostentatious consumption, whereas “Mice” were more anxious and insecure in their ambivalent attitudes to money and were more concerned about their financial futures. Despite the similar importance attached to material possessions, the two types of materialism should be considered separately in future research.