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The material self

Author

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  • Bagozzi, Richard P.
  • Ruvio, Ayalla A.
  • Xie, Chunyan

Abstract

We develop a conceptualization of the material self based on the self-identity and derive a four dimensional scale with 16-items to measure it. In Study 1, the concept of the material self and the new scale are compared and contrasted with existing measures where tests of reliability, construct validity, concurrent validity, and generalizability are examined on 1750 respondents from 5 countries (USA, Canada, China, Ghana, and Israel). The four dimensions of the material self consist of material self-projection, materialistic evaluation of others, emotional self-assurance, and self-deservingness. Study 2 uses a multitrait, multimethod matrix design to investigate convergent and discriminant validity on a new sample of 301 adult consumers in the US. Finally in Study 3 we establish validity for two samples in England (n = 202), where nomological validity and managerial implications are tested.

Suggested Citation

  • Bagozzi, Richard P. & Ruvio, Ayalla A. & Xie, Chunyan, 2020. "The material self," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 661-677.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:4:p:661-677
    DOI: 10.1016/j.ijresmar.2020.03.002
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