Abstract
Although materialism is linked to self-control failure, the underlying process remains unclear. By manipulating materialistic thoughts via state-sponsored lotteries, this research examines why materialism may undermine self-control. Across four studies, this research demonstrates that entering a lottery tends to activate materialistic thoughts and that these thoughts generally constitute low-level construal, which, in turn, results in self-control failure. This effect is moderated by the degree to which people are oriented toward extrinsic values. In addition, when materialistic thoughts are diverted, entering a lottery has no effect on self-control. In summary, this research highlights that materialism, although stable and enduring, can manifest itself in a burst of materialistic thoughts. The research provides important implications for research on materialism, self-control, and mental construal.
Original language | English (US) |
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Pages (from-to) | 759-772 |
Number of pages | 14 |
Journal | Journal of Consumer Research |
Volume | 40 |
Issue number | 4 |
DOIs | |
State | Published - Dec 2013 |
Externally published | Yes |
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing