(Investigating the Effect of Greed, Materialism, and Consumer Arrogance on Consumers’ Life Satisfaction)

Abstract

Purpose – In this study, it is aimed to determine effect of materialism, greed and consumer arrogance on consumers’life satisfaction and examine the mediating role of consumer arrogance on the relationship between materialism and life satisfaction as well. Design/methodology/approach –This study was designed as descriptive research and conducted with quantitative methods. The sample of the study consists of 422 households in Hatay province. SPSS package program was used for descriptive statistics, correlation analysis (s), validity and reliability tests and exploratory factor analysis. For confirmatory factor analysis, path analysis and mediating effect analysis, the SEM (AMOS) package program was used. Results – The results showed that greed influence directly and positively to materialism and consumer arrogance. It is also found that materialism has negative effect on life satisfaction whereas greed and consumer arrogance have positive. In addition, the mediating analysis indicated that consumer arrogance has an inconsistent mediated effect on the relationship between materialism and life satisfaction. Within the inconsistent mediation model, the direct effect of materialism on life satisfaction is negative whereas the mediated effect of consumer arrogance turns these directions into positive. Therefore, consumer arrogance not only increased life satisfaction but also caused materialism effect to be positive. Discussion- The study contributes to the marketing and consumer behavior literature by providing suggestions on developing marketing strategies to companies that segment their target markets according