Materialism and brand engagement as shopping motivations
The purpose of these two studies was to test hypothesized motivations thought to influence shopping activity. Surveys of U.S. student consumers (n's=258 and 256) provided the data. The findings show that liking to shop is positively related to brand engagement in self-concept and to material values. Different dimensions of materialism appear to motivate shopping to different degrees and apparently account for the positive relationship between brand engagement and shopping. Separate analyses for men and women suggest that the genders are differently motivated to shop.
Brand engagement, Materialism, Motivation, Shopping
Goldsmith, Ronald E., Leisa R. Flynn, and Ronald A. Clark. "Materialism and brand engagement as shopping motivations." Journal of Retailing and Consumer Services 18, no. 4 (2011): 278-284.
Journal of Retailing and Consumer Services