Materialism measure has been developed by Richins 1987, wherein the author defines materialism from the perspective of the role it plays within consumer culture. On this basis, materialism is construed as a concept that goods are a medium through which satisfaction can be achieved and that neither religious contemplation nor social interaction cannot lead to satisfaction in life nor does a life that is simple. Rather, satisfaction is derived when people are in possession of materials and their interactions with goods.
There are six components to materialism measure which is as under:-
- It is important to me to have really nice things
- I would like to be rich enough to buy anything I want
- I’d be happier if I could afford to buy more things
- It sometimes bothers me quite a bit that I can’t afford to buy all the things I want
- People place too much emphasis on material things
- It is really true that money can buy happiness
The scale has six components with two-factor measure. The said items are scored on a 7-point Likert scale format that ranges from strongly disagree to strongly agree. Item scores are summed within factors to form indices for each factor.
Factor analysis revealed that four items tapped a personal materialism factor (alpha = 0.73) and two items tapped a general materialism factor (alpha = 0.61). The two materialism factors were correlated with measures of perceived realism of TV ads, media exposure, and life satisfaction. The resulting correlations show modest support for the validity of the measure.
Marsha L. Richins (1987) ,"Media, Materialism, and Human Happiness", in NA - Advances in Consumer Research Volume 14, eds. Melanie Wallendorf and Paul Anderson, Provo, UT : Association for Consumer Research, Pages: 352-356
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Administration, Analysis and Reporting
Statswork composed of a team of professional statisticians which can obliged the professional or student researcher in support to fill the survey instrument, gathering the information, organising the analysis and describing the results.