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Situational Materialism: How Entering Lotteries May Undermine Self-Control
Hyeongmin (Christian) Kim
Journal of Consumer Research
Vol. 40, No. 4 (December 2013), pp. 759-772
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/673191
Page Count: 14
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Although materialism is linked to self-control failure, the underlying process remains unclear. By manipulating materialistic thoughts via state-sponsored lotteries, this research examines why materialism may undermine self-control. Across four studies, this research demonstrates that entering a lottery tends to activate materialistic thoughts and that these thoughts generally constitute low-level construal, which, in turn, results in self-control failure. This effect is moderated by the degree to which people are oriented toward extrinsic values. In addition, when materialistic thoughts are diverted, entering a lottery has no effect on self-control. In summary, this research highlights that materialism, although stable and enduring, can manifest itself in a burst of materialistic thoughts. The research provides important implications for research on materialism, self-control, and mental construal.
© 2013 by JOURNAL OF CONSUMER RESEARCH, Inc.