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Materialism And The Self, Kathleen Shirley Micken

Theses and Dissertations in Business Administration

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's 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 …