Journal of the Academy of Marketing Science

, Volume 34, Issue 4, pp 494–505

Materialism, status signaling, and product satisfaction

  • Jeff Wang
  • Melanie Wallendorf


The consumer satisfaction literature has not, for the mos 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


materialism consumer satisfaction status signaling product evaluation individual value 


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Copyright information

© Academy of Marketing Science 2006

Authors and Affiliations

  • Jeff Wang
    • 1
  • Melanie Wallendorf
    • 2
  1. 1.City University of Hong KongHong Kong
  2. 2.University of ArizonaUSA

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