Miller, Grace (2024) Unraveling the Socioeconomic Layers Leading to Materialism: Exploring the Mediating Role of Happiness and Moderating Influence of Gratitude on Materialism. Masters thesis, Concordia University.
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Abstract
In a world where consumption is becoming increasingly accessible with online retailers, where social media influencers equate material possessions to happiness, convenience, or success, and where shopping has been proven to boost our mood, it is no wonder that consumers are struggling to control their buying behaviour. This research examines the impact of social classes on materialism, focusing on the mediating role of happiness and the moderating role of gratitude. An experimental research design was implemented, and two online surveys were utilized to collect data. In study 1, an unexpected, though interesting, effect of perceived social class on materialism was found. It was also found, as predicted, an effect of perceived social class on happiness, which in turn, predicted materialistic values; however, the mediating effect of happiness was not found to be significant. In study 2, as predicted, an effect between perceived happiness and gratitude was found. Additionally, gratitude had an effect on materialism. However, the moderating effect of gratitude was not found to be significant. The findings of this study will provide valuable insights into how different social classes impact happiness levels, how happiness plays a role in materialism, and how practicing gratitude can influence your materialism levels. This study also offers practical implications for marketers to effectively target and position marketing messages, and for consumers to make more thoughtful purchase decisions that may enhance their well-being, as well as society’s.
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Miller, Grace |
| Institution: | Concordia University |
| Degree Name: | M. Sc. |
| Program: | Marketing |
| Date: | 25 February 2024 |
| Thesis Supervisor(s): | Walsh, Darlene |
| Keywords: | Social Class, Happiness, Materialism, Gratitude, Marketing, Well-being |
| ID Code: | 993619 |
| Deposited By: | Grace Miller |
| Deposited On: | 05 Jun 2024 16:25 |
| Last Modified: | 05 Jun 2024 16:25 |
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