Mediating Effect of Materialism on the Relationship between Socialization and Consumer Decision-Making Styles

Despite the importance of materialism as an influencer of consumer value, scant research has focused on its underlying association with socialization and consumer decision-making styles (CDMS). Based on the stimulus-response model, this study examined whether the relationship between socialization and hedonistic and utilitarian types of CDMS is mediated by materialism. Survey data from a sample of 1,050 young consumers from six schools of the national capital region of India were used to test the hypothesis. Confirmatory factor analysis affirmed socialization agents, materialism and CDMS as second-order constructs. Regression analyses were used to assess mediation effects in the relationship between socialization and hedonistic and utilitarian CDMS. Results show that materialism partially mediates the relationship between socialization agents and hedonistic CDMS but fully mediates the relationship between socialization and utilitarian CDMS. The results offer implications for practice and policymakers concerning young consumers. To further generalize the findings of this study, youngsters from different age groups with varying economic backgrounds should be probed. This is the first empirical article to investigate the mediating role of materialism in the context of socialization and CDMS.