Find me strength in things: Fear can explain materialism

Abstract

Individuals feel fear when they face potential dangers and threats. It causes individuals to take actions and make choices that help them face the threat, such as by seeking out others because there is “strength in numbers.” We conjecture that fear also increases materialism in individuals because there is “strength in things.” The results from four experiments illustrate that situationally felt fear can increase materialistic orientation (Study 1) because of a desire for safety (Study 2). Importantly, fear increases preference for material and not experiential goods (Study 3). Finally, consistent with our theoretical account, having more material products (vs. experiences) can reduce fear (Study 4). Together, our findings across four studies suggest that fear increases materialism. Our findings also offer unique insights into another precursor or antecedent to materialism, a human value related to both possessiveness and selfishness and that restricts individuals' pursuit of true happiness.

Has the COVID‐19 pandemic made us more materialistic? The effect of COVID‐19 and lockdown restrictions on the endorsement of materialism

“…Furthermore, the perception of COVID‐19 as a life‐threatening illness does not show any effect on the current levels of materialism. These results contrast with recent research examining the impact of COVID‐19 on materialism in China, which used a composite measure including perceived risk of contracting the virus, fear about the virus, and perceived social isolation (Song et al, 2020 ), plus prior work looking at general feelings of death‐anxiety and fear (e.g., Fransen et al, 2008 ; Longmire et al, 2021 ; Zaleskiewicz et al, 2015 ). However, our results are aligned with research that does not find a link between a mortality threat induced by a COVID‐19 MS and a person's intention to engage in unhealthy compensatory eating (Ulqinaku et al, 2020 ).…”

“…were not found to be significant as predictors of materialism when tested along with other elements. These findings suggest that fear about the virus, and perceived social isolation (Song et al, 2020), plus prior work looking at general feelings of death-anxiety and fear (e.g., Fransen et al, 2008;Longmire et al, 2021;Zaleskiewicz et al, 2015). However, our results are aligned with research that does not find a link between a mortality threat induced by a COVID-19 MS and a person's intention to engage in unhealthy compensatory eating (Ulqinaku et al, 2020).…”

“…Indeed, mortality reminders have been found to increase the value given to money (Zaleskiewicz et al, 2015 ), boost one's intentions to spend money (Fransen et al, 2008 ), and intensify behaviors that seek individual gains (Kasser & Sheldon, 2000 ). Moreover, death‐anxiety and fear have been both linked to materialistic attitudes (Jin & Ryu, 2021 ; Longmire et al, 2021 ). In addition, within the context of the COVID‐19 pandemic, a recent study found a small to medium correlation between materialism and a composite measure looking at the perceived risk of contracting the virus, fear about the virus, and perceived social isolation (Song et al, 2020 ), suggesting that perceived self‐threat of the virus and social isolation during the COVID‐19 outbreak are associated with higher materialism.…”

Reducing consumer materialism and compulsive buying through emotional intelligence training amongst Lithuanian students

“…Possession of things to materialists equals to the feeling of happiness. Many consumers expect material wealth to bring contentment, but studies show the opposite to be true – materialists are less happy ( Donnelly et al, 2016 ), and any negatively appreciated emotion may increase materialism ( Longmire et al, 2021 ). For example, fear is closely connected with materialistic behaviour ( Ruvio et al, 2014 ; Longmire et al, 2021 ).…”

“…Many consumers expect material wealth to bring contentment, but studies show the opposite to be true – materialists are less happy ( Donnelly et al, 2016 ), and any negatively appreciated emotion may increase materialism ( Longmire et al, 2021 ). For example, fear is closely connected with materialistic behaviour ( Ruvio et al, 2014 ; Longmire et al, 2021 ). When consumers experience fear they behave more materialistic, as objects provide them with a sense of security.…”