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Situational Materialism: How Entering Lotteries May Undermine Self-Control

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  • Hyeongmin (Christian) Kim

Abstract

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.

Suggested Citation

  • Hyeongmin (Christian) Kim, 2013. "Situational Materialism: How Entering Lotteries May Undermine Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 759-772.
    • Handle: RePEc:oup:jconrs:doi:10.1086/673191
    DOI: 10.1086/673191
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    Cited by:

    1. Bagozzi, Richard P. & Ruvio, Ayalla A. & Xie, Chunyan, 2020. "The material self," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 661-677.
    2. Caruelle, Delphine & Lervik-Olsen, Line & Gustafsson, Anders, 2023. "The clock is ticking—Or is it? Customer satisfaction response to waiting shorter vs. longer than expected during a service encounter," Journal of Retailing, Elsevier, vol. 99(2), pages 247-264.
    3. Jamel Khenfer, 2022. "How Materialism Shapes the Effectiveness of Financial Literacy Messages: A Cross‐Cultural Perspective," Post-Print hal-03528697, HAL.
    4. Olivier Mesly & Hareesh Mavoori & Nicolas Huck, 2023. "The Role of Financial Spinning, Learning, and Predation in Market Failure," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(1), pages 517-543, March.
    5. Gretry, Anaïs & Horváth, Csilla & Belei, Nina & van Riel, Allard C.R., 2017. "“Don't pretend to be my friend!” When an informal brand communication style backfires on social media," Journal of Business Research, Elsevier, vol. 74(C), pages 77-89.
    6. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.

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