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JOSEPH SIRGY
INTRODUCTION
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as ideal, deserved, and need-based expectations) than cognitivebased ones (such as predictive, past, and ability based expectations).
Materialists ideal wealth expectations are in turn influenced by
social comparisons involving remote referents, more so than comparisons involving referents that are situationally imposed. Examples of situationally-imposed referents are perceptions of standard
of living of family, friends, neighbors, and colleagues. In contrast,
examples of remote referents are perceptions of wealth of others
in ones community, town, state, country, other countries; perceptions of standard of living of others based on gender, age, education,
ethnicity, occupation, and social class. Materialists deserved expectations of standard of living are influenced by the tendency to engage
in equity comparisons involving income and work. Thus, materialists compare themselves with others that seem to have more income
and worked no harder. These equity comparisons generate feelings
of inequity, injustice, anger, or envy. Materialists standard-of-living
expectations based on minimum needs are influenced by their tendency to spend more than they generate income. This proclivity
for overconsumption (and underproduction) is partly responsible for
inflated and value-laden expectations of their standard of living.
Thus, the purpose of this paper is to advocate a theory of materialism that is capable of explaining the negative relationship between
materialism and life satisfaction. Testable hypotheses can be developed from this theory guiding empirical research. To reiterate, our
purpose here is only to develop a nomological network of concepts
making up a foundation of a theory of materialism and quality of life.
Thus, ideas are put forth in a postulate form rather than in propositional or hypothesis form. Future attempts can be made to construct
models with specific theoretical propositions or hypotheses from the
postulates put forth in this paper. These theoretical propositions or
hypotheses can then be subjected to empirical testing.
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Figure 1.
(e.g., Meadow, 1988). The model is suggested by research in consumer satisfaction (e.g., Aiello et al., 1977) and life satisfaction
(e.g., Andrews and Withey, 1976; Campbell et al., 1976), as well
as inferred from social gerontological research (e.g., Neugarten et
al., 1961). The basic premise is that life satisfaction is functionally
related to satisfaction with all of lifes domains and subdomains. The
figure shows that life satisfaction is influenced by lower levels of
life concerns. This argument is supported by Andrews and Witheys
(1976) model, namely that life satisfaction occurs at various levels
of specificity. That is, life satisfaction is influenced by evaluations of
individual life concerns. Thus, the greater the satisfaction with such
concerns as personal health, work, family, and leisure, the greater
the satisfaction with life in general.
Specifically, the hierarchy model postulates that overall life
satisfaction is determined by satisfaction with major life domains.
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The affect within a life domain spills over vertically to the most
superordinate domain (life in general), thus determining life satisfaction. Most multiattribute attitude models use the same logic in
predicting and explaining attitude. For example, most marketing
researchers are familiar with brand attitude formulations (e.g.,
Fishbein and Ajzen, 1975). That is, a consumers attitude toward a
product, such as a car, is a direct function of consumers evaluations
of the various attributes of the car (moderated by the belief strength
associated with each attribute). Satisfaction researchers have used
the same logic to conceptualize the determinants of consumer satisfaction (e.g., Aiello et al., 1977). That is, evaluation of each attribute
is viewed as satisfaction, and overall life satisfaction if conceptualized to be determined by satisfaction with each life domain (job,
family, personal health, leisure, standard of living, and so forth).
Satisfaction with a given life domain is determined by satisfaction with the life conditions/concerns making up that domain.
For example, it can be postulated that satisfaction with standard of
living is determined by satisfaction with the monetary value of ones
house, furnishings, jewelry, accessories, and other material possessions. Another dimension of standard of living is income, savings,
and investments. A persons evaluation of these standard-of-living
dimensions can be viewed as satisfaction/dissatisfaction with life
conditions or concerns within the material life domain.
The extent to which satisfaction within a subdomain affects satisfaction of a superordinate domain in the hierarchy has been referred
to in the quality-of-life literature as the vertical spillover (e.g., Sirgy
et al., 1994). It should be noted that spillover can be either bottomup or top-down in vertical spillover. Satisfaction from a subordinate
domain affecting satisfaction in a superordinate domain is referred
to as bottom-up vertical spillover. This is the situation we described
in relation to satisfaction with material possessions and life overall. However, that is not to say that a top-down vertical spillover
cannot occur. It can happen, as empirically demonstrated in relation
to other life domains (see Diener, 1984 for a literature review). In
other words, life satisfaction may affect how people evaluate their
standard of living. Those who are satisfied with life may have a
disposition to evaluate their standard of living more positively than
others. Conversely, those who are satisfied with life at large may
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Expectancy confirmation/disconfirmation and satisfaction with standard of living. So far we have argued that positive self-evaluations
involve a comparison between ones perception of his or her standard
of living against ones ideal standard of living. Negative discrepancies from the ideal may cause people to feel dissatisfied with their
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Goal setting in relation to standard of living. One can view standardof-living expectations as set goals. The attainment of these goals
may cause satisfaction, and the lack of their attainment may cause
dissatisfaction. Dissatisfaction resulting from a discrepancy between
actual and ideal self-images of standard of living may not be as
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Figure 2.
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Figure 3.
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People are said to have ideal images of self, images that reflect
the most positive image that people strive toward, but attainment
of the ideal may never be realized. People may think that amassing
possessions reflective of wealth and affluence may be ideal. That the
ideal may not be realistic. The idea is that people may have ideal
goals that guide their actions even though they may not expect that
they will ever achieve these goals. Such ideal expectations of income,
wealth, and material possessions influence the goal of standard of
living that people set for themselves the goal of standard of living
they expect to achieve in life.
Ones view of deserved standard of living can result in different
levels of satisfaction. A person who is raised in affluence and end
up with an insignificant inheritance (with little income, wealth, and
material possessions) may feel cheated he may feel that he deserves
to have wealth and material possessions and that is his birth right.
Another person may feel that he does not deserve to have much in
terms of income, wealth, and material possessions, perhaps because
he has not acted responsibly for a long time. He may have a guilty
conscience that makes him feel that he does not deserve worldly
possessions.
Evaluation of ones material possessions may also be based
on minimum needs or tolerable expectations. Consider a woman
married into an affluent family. She becomes accustomed to a
lavish lifestyle. Suppose that the marriage deteriorates and she gets
divorced. Her ex-husband gives her a meager alimony. That alimony
is likely to be evaluated against a minimum tolerable standard what
she can or cannot accept as minimum, i.e., she cannot tolerate anything less. Given that people perceive that their actual standard of
living is below what they perceive to be the minimum that anyone
in their position can tolerate, they may feel extremely dissatisfied.
In other words, negative evaluations involving minimum tolerable
standards may cause a great deal of dissatisfaction. Consider the following studies by Kapteyn and his colleagues (Kapteyn et al., 1980;
Kapteyn and Wansbeek, 1982) conducted in the field of economic
psychology. The basic finding is that people with higher levels of
income reported that they need more income to meet their minimum
needs or their minimum tolerable expectations.
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Cognitive-Based Expectations of Standard of Living. Cognitivebased expectations of standard of living are standards of comparison employed in the evaluation of ones income, wealth, and
material possessions. These self-evaluations generate cognitive elaboration (or involve some degree of thought or analytic thinking).
Cognitive-based expectations are less likely to be value laden compared to affective-based expectations. Cognitive-based standard-ofliving expectations involve cognitions that are not easily accessible
compared to affective-based expectations. Cognitive-based expectations are formed and changed as a direct function of analytic thinking
or rationalizing. When people use cognitive-based expectations in
evaluating their standard of living, the resultant feelings are not
likely to be intense compared to resultant feelings from the use of
affective-based expectations. There are at least three cognitive-based
expectations of standard of living that we can identify. These are:
past standard of living (or what one had owned in the past, what
one had made in terms of income),
predicted standard of living (as predicted by self, parents, relatives, friends, etc.), and
perceived ability to achieve in life a certain standard of living.
In relation to self-evaluations using past income, wealth, and
material possessions, Kapteyn and colleagues (Kapteyn et al., 1980;
Kapteyn and Wansbeek, 1982) have shown that ones utility gained
from income depends on ones past income. That is, people tend to
evaluate the relative goodness of their income by seeing how far
they have come along, income-wise.
People make evaluations about their standard of living based on
predictive expectations. Here, people may have certain expectations
regarding what they may have predicted to be their future standard
of living. Consider the following example, a person who was raised
in an upper-middle class family. He was raised with the expectations
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Figure 4.
Materialism
As previously stated, people may have value-laden beliefs directly
related to the material life domain as they do in relation to other
life domains such as, health, job, family, friends, community, among
others. All life domains, including the material life domain, vary in
salience. That is, some life domains may be more important than
others. A number of prominent social psychologists (e.g., McCall
and Simmons, 1978; Rosenberg, 1978; Stryker, 1968) suggested that
various identities (self-concepts reflective of certain life domains) are
organized in hierarchies of salience that influence self-evaluations.
For example, in the mind of one person, the job life domain
may be the most superordinate domain. That is, his job is most
important thing in life. For another person, family may be the most
important domain; yet for another person the material domain may
be most important (see Figure 4). The concept of salience hierarchy
involving life domains is important in understanding our definition
of materialism. We define materialism as a condition in which the
material life domain is considered to be highly salient relative to other
life domains. That is, the materialistic person considers the world
of money, wealth, and material possessions to be very important
relative to other things in life.
Sociologists usually treat the concept of materialism in terms
of people placing emphasis on things such as earning money and
accumulating material possessions. For example, in a recent national
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Materialists tendency to experience greater spillover of dissatisfaction with their standard of living unto overall life. We just argued that
materialistic people tend to have heightened (as well as more valueladen) expectations of their standard of living than nonmaterialists.
Because of these heightened and value-laden expectations, they tend
to evaluate their standard of living negatively. In other words, the
negative correlation between materialism and life satisfaction can
be explained by the mere fact that materialists are likely to evaluate
their standard of living more negatively than nonmaterialists, and
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A s profit
A s investments
0
s profits
= B sBinvestments
0
Thus, person A may feel that it is not fair if person B has more
material possessions than he has, given that Bs investments (or
work) is essentially equal or less than person A. Similarly, Adams
suggested that a condition of equity between participants in an interaction occurs when each persons outcomes are proportional to his
or her inputs:
0
A s outcomes
A s input
0
= B Bs outcomes
s input
0
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make enough money to pay for these goods and services. They are
overconsumers because they believe that consuming things can bring
pleasure, comfort, and happiness. Their overconsumption habits tend
to make them spend more than they can afford. Thus, they are constantly experiencing financial problems. Thus, they become overwhelming preoccupied with their finances and their financial needs.
These financial needs tend to be most responsible for establishing
standard-of-living expectations based on financial needs. Because of
their overconsumption and overspending, they tend to feel dissatisfied with what they have and feel that what they have is inadequate in
meeting their financial needs. These feelings of dissatisfaction tend
to spill over to overall life causing life dissatisfaction.
Future research should focus on testing aspects of the theory in a
programmatic manner. Also, future research may test the predictive
power of the proposed theory against alternative explanations. One
alternative explanation that may account for the negative correlation
between materialism and life satisfaction is as follows. People who
are dissatisfied with life are likely to make unfavorable comparisons
with others in relation to income, wealth, and material possessions.
This may cause dissatisfaction with ones standard of living. Dissatisfaction with standard of living is likely to increase the marginal
utility of income, wealth,. and material possessions, making the dissatisfied people materialistic in orientation (cf. Gilbert and Trower,
1990; Inglehart, 1981; Swallow and Kuiper, 1988, 1990). Another
alternative explanation is that materialism is basically reflected in
the pursuit of consumption. To pursue consumption means the loss
of interpersonal rewards and relationships. Thus, the displacement
of people to material things causes decreases in happiness (Fournier
and Richins, 1991: p. 407; Fromm, 1976).
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M. JOSEPH SIRGY
Department of Marketing
Pamplin College of Business
Virginia Polytechnic Institute & State University
(Virginia Tech)
Blacksburg, VA 24061-0236
USA
sirgy@vt.edu (e-mail)