Materialism and Consumer Behavior Dynamics

Materialism is a value orientation in which individuals regard the acquisition and display of possessions as central to their identity and life satisfaction. Consumer behaviour dynamics influenced by materialism encompass the motivations, emotions and decision processes that lead people to seek, evaluate and consume goods and services. These dynamics are shaped by dispositional factors such as personality traits, social comparison tendencies and ontological security, as well as situational factors including media exposure, cultural norms and life events. Materialistic orientations have been linked to conspicuous consumption, environmental impacts, well-being deficits and shifts in purchasing patterns towards experiences or digital goods. Understanding this interplay is crucial for marketers aiming to address consumer needs responsibly, policymakers seeking sustainable consumption frameworks and practitioners developing interventions to promote well-being.

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Recent work has explored how existential threats influence materialistic choices by examining consumers’ ontological security in disaster contexts. Studies conducted across Europe reveal that man-made disasters tend to evoke fear, self-focus and a preference for material purchases, whereas natural disasters trigger anxiety, communal concern and a shift towards experiential spending. These findings underscore the role of immediate psychological needs in steering consumption between tangible and experiential domains.

Experimental evidence has illuminated the impact of social media platforms on materialism among younger users. An online study comparing Instagram to other networks found that predominant use of image-centred platforms fosters higher materialistic values, though exposure to luxury or nature imagery showed no direct effect on intrinsic learning motivation. This suggests that social media may prime acquisitive outlooks without necessarily shaping all downstream behaviours.

Large-scale surveys have linked materialistic engagement on social media to negative well-being outcomes. Individuals high in materialism show greater social comparison orientation and passive use of networks, heightening stress and social media addiction, and ultimately reducing life satisfaction. These results highlight the mediating role of comparisons and platform usage patterns in the materialism–well-being nexus.

Materialism and Consumer Behavior Dynamics publication trend

The graph below shows the total number of articles in materialism and consumer behavior dynamics across all publications each year (not limited to Nature Index journals).

Technical terms

Materialism: A value system prioritising possessions and their acquisition as sources of happiness and status.

Conspicuous consumption: The public display of purchases to signal wealth, taste or social standing.

Ontological security: A stable sense of self and continuity that individuals seek to maintain, especially under threat.

Experiential consumption: Spending on activities or events that provide memorable experiences rather than physical goods.

Social comparison orientation: The tendency to evaluate oneself against others’ status, possessions or achievements.

References

1. What do we know about consumers' ontological security in disaster scenarios?. International Journal of Consumer Studies (2023).
2. Exploring the influence of instagram use on materialism and situational intrinsic learning motivation: An online experimental study. Education and Information Technologies (2024).
3. Materialism in social media–More social media addiction and stress symptoms, less satisfaction with life. Telematics and Informatics Reports (2024).