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Abstract:
The present study explores how vanity and narcissism traits of individual lead to compulsive buying by checking out the mediating role of materialism. For the purpose of the study data were collected from 198 respondents residing in Tamilnadu and Pondicherry by adopting nonprobability convenience sampling method. Structural equation modeling (SEM) was applied to outline the relationship among vanity, narcissism, materialism and compulsive buying.Results show that both vanity and narcissism traits have an effect on materialism which finally leads to compulsive buying.
Keywords: Vanity, Narcissism, Materialism, Compulsive buying, SEM Analysis
I.Introduction:
Time magazine (June 16, 1958) predicted that in the next 50 years, American beauty Industry will grow by 14-fold, to about $56 billion and India, by comparison, could cross the $50 billion mark in less than half the time taken by the US. Consulting firm McKinsey believes that by 2025, Indian spending on personal care products, expressed as a percentage of their total income, will be on par with any consumer worldwide. U.K. firm Ipsos MORIs' recent survey shows that people in the developing countries are more likely to measure their success by the material stuff they own than those in the developed world. All these highlight the fact that vanity and materialism are growing not only in India but around the globe and the result is consumerist culture. Hence the research proposes to check out how vanity and narcissism traits of individual lead to compulsive buying by tracing the mediating role of materialism in order to provide vital cues to marketers, social activist and educators.
II.Literature Review:
Vanity is a human trait, and social pressure effects vanity (Durvasula et al., 2001). Netemeyer et al. (1995) divide vanity into four constructs: physical concern, physical view, achievement concern and achievement view. Netemeyer et al. (1995) observed a strong relationship among physical, achievement vanity and possession-defined success. Physical appearance is found to be positively related to materialism (Chang, 1999). Reserchers (O'Guinn and Faber, 1989; Faber and O'Guinn, 1992 &Mick, 1996) also found vanity generates the intention to purchase products. Wang (2004) found that physical vanity affects compulsive buying and Tu (2002) substantiated it by attributing Taiwan adolescents tendency of buying fashion clothing with show off culture. The term vanity and narcissism are often used interchangeably...