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Theoretical implications

Values, the broad principles that guide behaviour, are culturallydependent. This research examined how males and females and fashion(reference website: ) consumer groups from two different cultures differed in materialistic values. Based on the notion that the self-centred nature of materialism conflicts with collective-oriented values and is consistent with individualistic-oriented values, it was expected that participants from Korea (a collectivistic country) would be less materialistic than participants from the US (an individualistic country). However, results showed that Korean participants considered possessions more important as indicators of success and more necessary for happiness than US participants. Results are consistent with Hofstede’s (1980) findings of Korea as a collectivist culture where individuals are concerned with being part of a larger group and therefore likely to be concerned with group norms, helping to explain why Korean participants considered possessions important as indicators of success and necessary for happiness. Conversely, US participants as members of an individualist culture might place higher importance on acquiring possession. Results are consistent with the notion that because there is variation in values among individuals from different cultures, materialism is likely to vary by culture. However, variation in materialistic values among individuals within any one culture is likely to be as significant as variation between cultures. For example, a perusal of Table 3 shows that standard deviations on the three dimensions of materialism reflected greater variability among US participants than among Korean participants. Results of this research supported the notion that basic human values identified by Schwartz (1994) were related to materialism. Fashion change agents and fashion followers, fashion consumer groups who are known to differ in their consumer behaviour, were found to differ in materialistic values such that fashion change agents were more materialistic than fashion followers.
25.1.11 02:59


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