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Money, Money, Money – How Do Attitudes Toward Money Impact Vanity And Materialism? – The Case Of Young Chinese Consumers, Srinivas Durvasula, Steven Lysonski
Money, Money, Money – How Do Attitudes Toward Money Impact Vanity And Materialism? – The Case Of Young Chinese Consumers, Srinivas Durvasula, Steven Lysonski
Marketing Faculty Research and Publications
Purpose – China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these attitudes affect elements of consumer behavior such as materialism and vanity.
Design/methodology/approach – The paper uses a well-accepted scale (with several dimensions) to explore attitudes towards money. Research questions examine how the dimensions of attitudes towards money affect materialism and achievement vanity. The sample comprises …