Materialism, status signaling, and product satisfaction

Jeff Wang, Melanie Wallendorf

Research output: Contribution to journalReview ArticleResearchpeer-review

122 Citations (Scopus)


The consumer satisfaction literature has not, for the most 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.

Original languageEnglish
Pages (from-to)494-505
Number of pages12
JournalJournal of the Academy of Marketing Science
Issue number4
Publication statusPublished - 1 Oct 2006
Externally publishedYes


  • Consumer satisfaction
  • Individual value
  • Materialism
  • Product evaluation
  • Status signaling

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