Self-enhancement and individual competitiveness as mediators in the materialism/consumer satisfaction relationship

Researchers have examined materialism and consumer satisfaction for several decades. The relationship between the two variables has continued to get increasingly complex as material goods become more abundant. The purpose of this research is to better understand the relationship between materialism and satisfaction by looking at its relationship to two institutional forces: values and competitiveness. Specifically, the relationship between materialism, self-enhancement values, individual competitiveness, and consumer satisfaction is examined. The results indicate that the relationship is more complex than previously assumed. Specifically, the findings show that the direct relationship between materialism and satisfaction is negative. However, in addition to a negative direct effect, self-enhancement values and individual competitiveness serially mediate the relationship between materialism and consumer satisfaction, where each variable connection is positive. As such, this research helps explain inconsistencies in prior materialism and satisfaction research.