Asian Americans and Materialism: Exploring the Phenomenon and Its Why and When

Objectives: Consumer values, including but not limited to materialism, have received much less attention than other topics within research on Asian Americans. Methods: Across 3 studies (N = 6,955), the author explored the difference between Asian Americans and White/European Americans on materialism, and the mediating and moderating mechanisms. Results: Studies 1a-1c found Asian Americans, compared to White/European Americans, more strongly endorsed materialistic values. In Study 2, the author tested a multiple mediation model and demonstrated that Asian Americans, compared to White/European Americans, more strongly endorse materialistic values because they reported higher extrinsic aspirations (i.e., stronger desires for money, image, and popularity). Finally, in Study 3, the author tested a moderation model and found that Asian Americans who are higher on a general tendency to adhere to norms endorse a greater level of materialism than White/European Americans. Conclusions: The author discussed how these results have implications for expanding the research topics within research on Asian Americans, consequences for mental health and provide future directions to counteract materialism.