The karma of consumption: role of materialism in the pursuit of life satisfaction. (22nd November 2019)

• Record Type: Journal Article
• Authors: Roy, Rajat; Rabbanee, Fazlul K.; Roy Chaudhuri, Himadri; Menon, Preetha
• Is Part Of: European journal of marketing. Volume 54:Number 1(2020)
• Page Start: 168
• Page End: 189
• Publication Date: 2019-11-22
• Subjects: Motivation -- Life satisfaction -- Materialism -- Karma; Marketing -- Periodicals; Consumer behavior -- Periodicals; 658.8
• DOI: 10.1108/EJM-02-2018-0134
• Languages: English
• ISSNs: 0309-0566

Abstract

Abstract : Purpose: This paper aims to examine how social comparison (SC) and belief in karma (KA) encourage materialism (MAT) and promote consumers' life satisfaction (LS). Design/methodology/approach: Two studies were conducted with Indian middle class consumers to test the basic premises of the current research. The first one used a survey ( N = 247), while the second one used an experimental design ( N = 206). Findings: The survey results showed that SC and belief in KA promoted MAT amongst Indian consumers and further enhanced their LS. Findings from the experiment revealed a novel two-way interaction, in that the KA–MAT relationship was moderated by the underlying motivation for MAT. Research limitations/implications: Future research may validate and extend our findings using different samples to increase external validity. Practical implications: By explaining the interactive effects of MAT, its underlying motivation and belief in KA, managers will gain a better understanding of why consumers in an emerging market like India purchase conspicuous products. Originality/value: This is the first paper to study how the KA–MAT relationship influences LS amongst consumers in the world's fastest-rising economy. Furthermore, no prior research has reported a boundary condition for the KA–MAT relationship studied here. The findings contribute to an extremely limited body of literature on KA and consumption.