For a sample of 170 undergraduate students, scores on Snyder's Self-monitoring scale were correlated .85 with scores on Richins and Dawson's Materialism scale. This suggests that the constructs reflect a similar externally focused cognitive orientation. In addition, stepwise regression indicated that variance in Self-monitoring scores is explained largely by the success and centrality components of Materialism. Since these components entail a characteristic use of external contextual cues, their predictive efficacy lends further support to an explanation of construct relationship grounded in individuals' cognitive orientation.
Get full access to this article
View all access options for this article.
References
1.
BelkR. W. (1984) Three scales to measure constructs related to measures of happiness. In KinnearT. (Ed.), Advances in consumer research.Vol. 11. Provo, UT: Association for Consumer Research. Pp. 291–297.
2.
BelkR. W. (1985) Materialism: trait aspects of living in the material world. Journal of Consumer Research, 12, 265–280.
3.
BelkR. W. (1988) Possessions and the extended self, Journal of Consumer Research, 15, 139–168.
4.
CohenJ. B., & ChakravartiD. (1990) Consumer psychology. In RosenweizM. R. & PorterL. W. (Eds.), Annual review of psychology.Vol 41. Palo Alto, CA: Annual Reviews. Pp. 243–288.
5.
CsikszentmihalyiM., & Rochberg-HaltonE. (1981) The meaning of things: domestic symbols and the self.Cambridge, UK: Cambridge Univer. Press.
6.
DeBonoK. G., & PackerM. (1991) The effects of advertising appeal on perceptions of product quality. Personality and Social Psychology Bulletin, 17, 194–200.
7.
McCrackenG. (1988) Culture and consumption: new approaches to the symbolic character of consumer goods and activities.Bloomington, IN: Indiana Univer. Press.
8.
RichinsM. L. (1994) Special possessions and the expression of material values. Journal of Consumer Research, 21, 522–534.
9.
RichinsM. L., & DawsonS. (1990) Measuring material values: a preliminary report of scale development. In GoldbergM. E.GornG. J., & PollayR. W. (Eds.), Advances in consumer research.Vol. 17. Pp. 169–175.
10.
RichinsM. L., & DawsonS. (1992) Materialism as a consumer value: measure development and validation. Journal of Consumer Research, 19, 303–317.
11.
ShavittS.LowreyT. M., & HanS. (1992) Attitude functions in advertising: the interactive role of products and self-monitoring. Journal of Consumer Psychology, 1, 337–364.
12.
SnyderM. (1974) Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30, 526–537.
13.
SnyderM.BerscheidE., & GlickP. (1985) Focusing on the exterior and the interior: two investigations of the initiation of personal relationships. Journal of Personality and Social Psychology, 48, 1427–1439.
14.
SnyderM., & DeBonoK. G. (1985) Appeals to image and claims about quality: understanding the psychology of advertising. Journal of Personality and Social Psychology, 49, 586–597.
