The material and immaterial in conflict: Spirituality reduces conspicuous consumption

Many spiritual leaders have argued that materialistic pursuits are incompatible with following a spiritual life. Consistent with this view, we found that higher levels of spirituality correspond to a decreased desire to consume material goods in a conspicuous manner. Study 1 was correlational, and found that people who reported having spiritual experiences reported a decreased desire to spend lavishly for visible consumer goods, such as a cell phone. Study 2 was experimental, and found that participants assigned to recall a spiritual event also demonstrated a decreased desire to consume conspicuously, relative to participants assigned to recall an enjoyable event.

► We tested the hypothesis that more spirituality corresponded to less conspicuous consumption.
► People who reported high spirituality reported a decreased desire to consume conspicuously.
► Reflecting on a spiritual experience caused a low desire to consume conspicuously.
► The effect of spirituality on lower conspicuous consumption was mediated by low materialism.