Influence of socialisation agents on the materialism of Indian teenagers Online publication date: Sun, 31-Jul-2016
by Sartaj Chaudhary; Ajoy Kumar Dey
International Journal of Indian Culture and Business Management (IJICBM), Vol. 13, No. 2, 2016
Abstract: Teenagers are rapidly becoming an important market segment for consumer products in India, but relatively little is known about the development of their materialistic consumption values. By applying a social learning perspective, the influence of socialisation agents on materialism is probed. In addition, this study unveils the latent constructs of materialism and checks if materialistic tendencies differ among boys and girls. This survey-based research uses exploratory and confirmatory factor analyses; t-test and stepwise multiple regressions for analyses. Results reveal that materialism is portrayed by three values: luxury orientation, happiness seeking and acquisition centrality seeking. Among the six socialisation agents: mother, father, peers, celebrity, athlete and internet, celebrity emerged as the highest predictor of materialism. Boys were more materialistic than girls. The theoretical and practical implications of the research have been discussed with suggestions for future research.
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