Materialism Post Materialism Scale Inglehart 1981
Introduction
Post Materialism scale was developed by Ronald Inglehart in 1981 as an assessment scale for changing social values in modern societies. This theory postulates that once individuals experience economic well-being, they may prioritize non-economic values such as freedom, participation, equality, and quality of life.
It is widely used across the field of sociology, political science, and consumer behavior analysis as an approach to study different perceptions of generations.
Materialism Definition
Materialism can be defined as valuing money, property, economic stability, job security, and personal safety. Individuals who adhere to this ideology usually put a high value on financial success.
Examples:
- Higher income
- Job security
- Ownership of wealth
- Financial stability
Post Materialism Definition
Post-materialism can be described as giving importance to non-economic values once the fundamental economic conditions have been fulfilled. It includes self-expression, freedom, creativity, ecology, and political participation.
Examples:
- Freedom of speech
- Equality and human rights
- Improved quality of life
- Ecology
- Self-fulfillment
Main Theory of Inglehart
- Ronald Inglehart claims that humans treasure scarcity.
- Humans in insecure societies cherish economic benefits and security.
- Humans in secure societies cherish personal freedom and personal growth.
Gradual generations of values shifts result.
Categories of Post Materialism Scale
The most common classification is threefold.
1.Materialists
- Individuals that cherish:
- Economic prosperity
- Law and order
- Fixed prices
- National defense
2. Mixed Individuals
Those who cherish material and post-material goals alike.
3. Post Materialists
- Individuals that cherish:
- Individual liberties
- Participation of citizens
- Freedom of speech
- Quality of life
Significance of the Scale
The Post Materialism Scale is significant due to its ability to help understand social and consumer changes.
Applications:
- Voting behavior research
- Generational attitude assessment
- Ethical consumption prediction
- Culture analysis
- Lifestyle trends identification
Applicability in Consumer Behavior
Post material consumers in contemporary society would rather:
- Choose sustainable brands
- Purchase ethical products
- Experience things rather than possess them
- Select socially responsible businesses
- Purchase wellness or lifestyle products
The materialist consumer would instead:
- Own luxury items
- Consider cost and value
- Gain financially
- Make status purchases
Strengths of the Theory
- Illuminates how values can change over time
- Helps with marketing research
- Facilitates consumer segmentation
- Aids in formulating policies
- Applicable in youth behavior research
Weaknesses
- Economic recessions might shift priorities
- One individual could have both sets of values
- There are cultural variances that need to be considered
- Value priorities might change depending on one’s age or stage of life
Conclusion
The 1981 Inglehart Post Materialism Scale is among the most helpful tools in illustrating the progression of a society from its primary concerns to its self-expression priorities.