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Further research

Further research can help to clarify questions raised by findings that contrast with earlier research, for example, gender differences in materialism. Because participants in this study were limited to university students from two countries, future research that uses a wider variety of participants (e.g. age, country) could clarify some of the questions about materialism. Additional cross-cultural studies are called for that examine fashion brand sensitivity or fashion brand consciousness with respect to individualism and collectivism, especially in developing regions such as China and South Africa where little research has been done. Other constructs related to fashion(reference websie: consumer behaviour can be investigated as related to materialistic beliefs. For example, Richins (1994) research regarding materialistic consumers and the value they place on publicly consumed items because of the ability to symbolize success and prestige might be extended to luxurybrand fashion. Ready-to-wear fashion was the top category among eight categories of luxury brand products at 26% of the market (Tilley, 2001). Luxury-brand consumption may be related to the value of power. Recall that power involves concern for social status and prestige plus a desire to control people and resources (i.e. via wealth, authority and social power). Vanity is another construct that may be related to materialistic beliefs. In particular, achievement vanity may be manifested when individuals display material goods to make their personal achievements, success or social status obvious to others (Netemeyer et al., 1995). The current research was based on the assumption that by virtue of living in the US, participants were more inclined to hold individualistic values or by virtue of living in Korea, participants were more inclined to hold collectivist values. A measure such as the collectivism scale (Trandis, 1995) to verify this inclination would add to the strength of the research. Likewise, although conceptually the results were consistent with the basic human values identified by Schwartz (1994), we did not empirically measure the extent to which participants held these values. Future research could use the Schwartz Value Survey which was designed to be applicable to both Western and non-Western cultures.
25.1.11 03:03


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