Purpose

This paper studies the sociocultural drivers of materialism cross-culturally. Research in this area is scarce, even though rapid social transformations worldwide, fueled by globalization, make it imperative to identify the conditions under which commonalities and differences in materialistic tendencies are most likely to evidence among consumers as they seek to assert, restore, or enhance their self-concept and status in the context of global consumption trends.

Design/methodology/approach

The psychographic determinants of materialism were rigorously validated across a diverse set of eight countries, by investigating which facets of acculturation to global consumer culture and national ethnic identity, along with consumer ethnocentrism, encourage or repel materialism. Using multigroup SEM and other analyses, the authors confirmed construct dimensionality and ascertained the stability of the relationships.

Findings

The most consistent positive drivers of materialism were self-identification with global consumer culture and exposure to American-based global mass media. The results demonstrated the compatibility of national identity and traditions with materialistic tendencies. Materialism was positively related to or independent of consumer ethnocentrism.

Research limitations/implications

The findings offer consequential insights for both research and practice, although the cross-sectional character of survey research and certain sampling characteristics limit their generalizability.

Practical implications

The results pinpoint segments that spill over national boundaries, and those that remain geographically constrained, thus providing guidance for marketing and communication strategies to practitioners.

Social implications

The authors shed light on two widely held yet insufficiently researched assumptions: that the homogenizing effect of global consumer culture may be fomenting materialism worldwide, and that nationalistic, parochially oriented consumers may be more capable of resisting materialistic values.

Originality/value

The study design addresses several shortcomings of prior research, and its findings advance the understanding of materialism and its antecedents by identifying the conditions driving materialistic tendencies.

中文翻译：

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全球消费文化和国家认同作为物质主义的驱动力：趋同和分歧的国际研究

目的

本文从跨文化角度研究了唯物主义的社会文化驱动因素。尽管在全球化的推动下，全球范围内的快速社会变革使得在何种条件下最有可能在消费者寻求主张、恢复或增强物质主义倾向的共同性和差异性时表现出来，但这一领域的研究却很少。他们在全球消费趋势背景下的自我概念和地位。

设计/方法/方法

物质主义的心理决定因素在八个不同的国家得到了严格验证，通过调查全球消费文化和民族民族认同的文化适应以及消费者民族中心主义鼓励或排斥物质主义的哪些方面。使用多组 SEM 和其他分析，作者确认了构造维度并确定了关系的稳定性。

发现

唯物主义最一致的积极驱动因素是对全球消费文化的自我认同和对美国全球大众媒体的曝光。结果证明了民族认同和传统与物质主义倾向的相容性。唯物主义与消费者民族中心主义正相关或独立。

研究限制/影响

这些发现为研究和实践提供了相应的见解，尽管调查研究的横截面特征和某些抽样特征限制了它们的普遍性。

实际影响

结果确定了跨越国界的细分市场，以及那些仍然受到地理限制的细分市场，从而为从业者的营销和传播策略提供指导。

社会影响

作者阐明了两个被广泛接受但研究不足的假设：全球消费文化的同质化效应可能在全世界煽动物质主义，以及民族主义、狭隘取向的消费者可能更有能力抵制物质主义价值观。

原创性/价值

该研究设计解决了先前研究的几个缺点，其发现通过确定驱动唯物主义倾向的条件，促进了对唯物主义及其前因的理解。