Materialism and the Self

Materialism has been called the most significant macro development in modern consumer behavior. Despite its importance, research about the construct is rather new. Two scales have been developed to measure materialism, one proposed by Belk, the other by Richins and Dawson. The purpose of this dissertation is threefold. First, it extends the materialism research program by investigating the relationship between materialism and one\u27s self concept. Hypotheses which drive the research posit that people who are more materialistic have lower self-esteem, are less likely to be self-actualized, are extrinsically rather than intrinsically motivated, and are likely to be high self-monitors. The second purpose is to assess the reliability and validity of the two scales. Third, the definition of materialism itself is addressed. Data were collected via a questionnaire distributed to adults. Hypotheses were investigated with correlation analysis. The reliability of the two scales was assessed by calculating Coefficient Alphas and item-to-total statistics. Confirmatory factor analysis and the hypothesis tests were used in assessing validity. A profile of materialists was developed by analyzing the top and bottom terciles formed from scores on the Richins and Dawson scale. All hypotheses were confirmed. People scoring high on the materialism scales were found to be less self-confident and to rely on the opinions of others. While materialism was equally distributed across categories of gender and ethnic background, materialists tended to be younger, to not have a college degree, and to have either relatively high or relatively low household incomes. The Richins and Dawson scale was found to be the more reliable scale. Validity assessment also suggested that it may be superior to the Belk scale. Finally, a distinction was drawn between materialism and other constructs such as consumerism and conspicuous consumption. The importance of the self-concept to an understanding of materialism and the resulting implications for the definition of materialism were explored

East Bay Coalition for the Homeless: Branding Study and Marketing Strategy

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons

An exploratory cross-cultural analysis of the values of materialism

Given the increasing importance of international business, marketers with an understanding of the values associated with materialism across cultures would operate with a significant competitive advantage. The current study explores the values affiliated with materialism held by 1, 009 respondents in four countries: Australia, France, Mexico and the United States. Results of the analysis indicate differences in the internal and external values associated with high and low-materialist between countries. Implications for marketing strategy are suggested. © 2002 by The Haworth Press, Inc. All rights reserved

Marketing Digital Offerings Is Different: Strategies for Teaching About Digital Offerings in the Marketing Classroom

Digital offerings represent different challenges for marketers than do traditional goods and services. After reviewing the literature, the authors suggest ways that the marketing of digital goods and services might be better presented to and better understood by students. The well-known four challenges of services marketing model (e.g., intangibility) first proposed by Zeithaml, Parasuraman, and Barry (1985) is explored and adapted as an organizing framework for digital offerings. The authors also present specific suggestions for assignments and class discussions to foster students’ critical thinking about the marketing implications surrounding digital offerings

Consuming $30-a-pound cheese: The role of the retail cheesemonger as CICERONE

To get artisan cheese from producer to consumer requires a uniquely different channel than for most agricultural products, with a cheesemonger playing a central role. Artisan cheese making, distribution and sale in the northeastern United States are both sufficiently established and rich in regional variation to support examining the cheesemonger/cheese consumer interaction. Through traditional qualitative methods of observation, interview, and immersion, we identify and document the important rituals that accompany the cheese buying process. We explain the pivotal roles of narrative and story and of store atmospherics and staging to the process of making meaning in the cheesemaker to cheesemonger to cheese consumer channel. What we need, a woman said, is more skilled cheesemongers. Adam Gopnik, 1990 American Cheese Society Meeting, NYC

Weaver\u27s Cove Energy Versus the City of Fall River, Massachusetts: An Experience in the Concepts of Stakeholders, Economic Impact, and Social Obligation/Social Responsibility

This experiential exercise, designed for our introductory business course, uses a classroom debate to teach the concepts of stakeholders, social obligation/social responsibility, and ethical frameworks for decision-making. The basis for the debate is the request by Weaver\u27s Cove Energy to construct and operate a liquefied natural gas (LNG) facility in Fall River, Massachusetts. Weaver\u27s Cove has proposed the facility for an abandoned industrial site on the waterfront. The exercise addresses the three learning goals listed above through readings, position construction, and the debate itself. The rationale for the assignment and the chosen pedagogy are presented. Additionally, the materials used to conduct the exercise are provided. Preparation and procedures for instructors are discussed. Because it is an ongoing issue, updated materials are easily obtained and can be adapted for a variety of locations as proposals are being made for these plants on both the East and West coasts under the federal energy policy guidelines

The digital continuum: the influence of ownership, access, control, and Cocreation on digital offerings

Digital offerings have provided new ways to experience what once were physical products. Such offerings have upended business processes by being less costly for firms to produce, store, and distribute. The ways in which consumers access them and interact with them have called into question traditional notions of ownership, access and control. This paper extends the thinking about digital offerings by proposing a Digital Continuum framework: a conceptual model anchored at one end by Digital Products and at the other by Digital Services. We discuss the benefits and costs that accrue to both consumers and firms along the Continuum that result from differences in ownership, access, control and customization/cocreation