Consumer materialism and human values orientations

Consumer materialism researchers, Richins and Dawson (1992, p. 307), found some believe strongly “possession of things is the ultimate source of happiness in life.” Browne and Kaldenberg (1997, p. 32) described the cause of materialism as “a cluster of related traits, attitudes, and values focusing on possessions and guiding” consumer behavior. Researcher Shalom Schwartz (1994, p. 21), described human values as “desirable…goals…that serve as guiding principles in the life of a person.”; Richins and Dawson (1992) developed a survey instrument widely used to measure consumer materialism. Schwartz (1991; 1994) developed a survey to measure individual preferences in the values found in most human cultures (Schwartz, et al., 2001).; Schwartz (1992; 1994) identified ten value types defined by 57 individual values. The value types can be visualized arrayed around a pie-shaped two-dimensional space, with adjoining values and types being related and somewhat compatible. The value types on opposite sides of the pie may cause some conflict or ambivalence in an individual's goals, attitudes, or behaviors. The ten value types can be aggregated into four higher-order value groups.; It is hypothesized there is a cluster of materialism related values comprised principally of the values within the power, achievement, and hedonism types. Conversely, it appears there is an opposing values cluster, negatively associated with materialism, principally within the universalism, tradition, and benevolence types.; Statistical analyses, of survey results, provide some evidence of the existence of a materialistic values cluster. However, evidence of an opposing cluster of non-materialistic values is much less convincing. There is some indication, although not statistically significant, that the self-transcendence group of values has a negative correlation with materialistic attitudes and behavior, but among the 57 individual values only social justice, a universalism value, is significantly and negatively correlated with materialism.; It appears when individuals cherish a large cluster of values, within the power, hedonism, stimulation, and achievement value types that set of priorities may contribute significantly to materialistic attitudes and behaviors. However, persons who place more importance with the opposing values among the benevolence and universalism value types may not display non-materialistic attitudes and behaviors.