Perceiving high social mobility breeds materialism: The mediating role of socioeconomic status uncertainty

• Published in: Journal of business research 2022-02, Vol.139, p.629-638
• Main Authors: Wang, Xue, Chen, Wei-Fen, Hong, Ying-Yi, Chen, Zhansheng
• Format: Article
• Language: English
• Subjects: Identity; Materialism; Perceived social mobility; Socioeconomic status; Uncertainty
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2021.10.014

•Individuals high in perceived social mobility (PSM), relative to those low in PSM, reported higher levels of materialistic values.•Socioeconomic status uncertainty accounted for the association between PSM and materialism.•Materialism could satisfy identity-related needs.•PSM could inform post-pandemic marketing segmentation. The present research explored whether and how consumers with high levels of perceived social mobility (PSM) would endorse materialism, an under-researched effect that is not contingent on either their current socioeconomic status (SES) or anticipated social mobility trajectories. Four mixed-methods studies, comprising two large-scale surveys and two experiments, yielded convergent evidence that consumers who perceived a higher level of social mobility more strongly endorsed materialistic values. We traced this effect to consumers’ SES uncertainty. The effect of PSM on materialism was attenuated when SES uncertainty was mitigated. Our findings demonstrate that consumers may become more materialistic to relieve uncertainty about their SES. We also offer guidance for practitioners on integrating PSM when planning marketing strategies.