The Role of Materialism and Religion in the Spread of Global Consumption or Brands - Literature review Example

The Role of Materialism and Religion in the Spread of Global Consumption or Brands Summary This paper discusses how materialism and religion affect the spread of consumption trends or brands around the world. It begins by defining the concept of materialism and goes further to explain how materialism relates with global consumption or brands based on how different consumers perceive status. In the next section, the paper shows the nexus between religion and the spread of global consumption. With respect to both materialism and religion, the paper shows that the global consumption of a product may increase or decline depending on how consumers perceive different products in relation to materialism and religion. Table of contents Summary i Table of contents ii ii Introduction 1 The impact of materialism on the spread of consumption trends around the world 2 The impact of religion on the spread of consumption trends globally 4 Conclusion 7 References 8 Introduction In the past, purchasing of expensive items was seen as a kind of extravagant consumption behaviour. In fact, buying of such goods was a preserve of individuals holding top leadership positions in the society (Budiman & O’Cass, 2007). However, in the modern world, this perception no longer holds owing to changes in social and consumption values. Further, with the formation of emerging markets globally, changes in consumer behaviours and extension of luxurious product market, the industry for luxurious goods is taking an important role in the global market. As Budiman and O’Cass explain, some individuals place emphasis on acquisition and possession of material commodities as a sign of one’s success and status, a trend which is known as materialism. In the contemporary world, materialism is largely perceived as a value which can be decomposed further into possession values. Studies indicate that materialism does not only influence individual consumption behaviours, it also affects the global spread of consumption of different product types or brands (Budiman & O’Cass, 2007). Apart from materialism, consumption choice also is influenced by the existing differences in religious beliefs, norms and institutions existing in different segments in the global society (Delener, 1990). Indeed, religion shapes the cultural values held by a people and this influences the personal evaluation criteria for goods and services. Specifically, differences in religious principles and associations tend to determine individuals’ way of life, their choices and what they consume. In this regard, religion also influences the global spread of consumption of different product types or brands. In view of these points, this paper examines the role of materialism and religion in the spread of global consumption or brands. Specifically, the paper explains how each of the two aforementioned concepts may help or hold back the spread of tendencies in global consumption. The impact of materialism on the spread of consumption trends around the world Materialism is a multiple-sided concept which relates to the significance of material items to an individual (Han, Nunes & Drèze, 2010). Bernard (2009) defines materialism as a state of mind or assemblage of attitudes with respect to the relative meaning of acquirement and ownership of objects in an individual’s life. Within this understanding, materialism is conceptualised as a system of individual values, rather than a personal trait. Bernard further explains that an individual who is status-conscious and whose possessions and acquisitions occupy the central role in his or her life is termed as a materialistic individual. Individuals with this attribute value activities that focus on acquiring and possessing material objects since they embody success and offer contentment to them. To be more precise, materialistic individuals pursue their satisfaction through acquisitions as opposed to other means such as achievements and personal associations, and this denotes them as materialists. According to Hernan et al (2011), materialistic individuals value products which are consumed by the public and which are associated with public symbolism, rather than personal, private and prejudiced meanings. A good example of a product that essentially fulfils this criterion is fashion clothing or apparel. Fashion clothing is about brands that possess public meaning and which are consumed publicly (Sangkhawasi & Johri, 2007). Purchasing apparel satisfies various needs such as giving people a way to make an impression on others, enhancement of one’s image and expression of identity. To materialists, satisfaction is achieved through purchasing a high profile brand of and highly priced apparel. It is widely understood that the profile brand of apparel that one purchases conveys a strong message to the world of who a person is. Thus, there is a strong link between materialism and consumption of luxurious or status brands. This is illustrated by a study conducted by Sahdev and Gautama (2007) seeking to investigate the psychological motivators and behavioural impacts of status consumption. The result of this study showed that the higher the magnitude of an individual’s materialism the more they consumed luxurious or status products. Thus, an individual’s level of materialism influences the brands or product types they seek and hence the spread of consumption of status products. However, as O'Cass and Julian (2001) explain, materialistic tendencies defer among individuals globally depending on various factors such as age, gender and nationality. For instance, Sangkhawasi and Johri (2007) conducted a study to investigate whether materialistic tendencies differ between males and females and the subsequent impact on the purchase of apparel. This study found that there is a discrepancy between female and male tendencies to purchase apparel. The research also revealed significant differences between materialistic tendencies based on gender, with males being more materialistic. Sangkhawasi and Johri (2007) also conducted a study among Indians and non-Indians on their preference for Designer Rohit Bal scale, a brand which is primarily bought for its image. The study found that non-Indians more strongly regard the Designer Rohit Bal scale to be an image brand than Indians do. The researchers learnt that most non-Indians understood the Designer Rohit Bal scale assortment as a representation of accomplishment in the society (Sangkhawasi & Johri, 2007). The study found that as a result, this brand is purchased more in countries other than India. This implies that there is a link between materialistic perceptions and brand image among different segments in the global society (Shukla, 2010). If the materialistic tendency is high in relation to a given brand, the brand is purchased more. The higher the price of the product, the more the product is purchased in such a society (Shukla, 2010). However, if materialistic tendency in regard to a brand is low among individuals in a given segment of the society, the product is purchased less, especially if it is highly priced (Shukla, 2010; O'Cass, 2004). Having realized this, marketers focus on establishing the existing linkage between materialistic perceptions and brand image for items that are deemed luxurious by the targeted group of consumers (Sangkhawasi & Johri, 2007). Once this is achieved, organisations change their brand image based on these perceptions or take the brand to consumers who have higher preferences for the products. This explains the differences in global consumption and spread of brands in different segments of the global society. The impact of religion on the spread of consumption trends globally Religious beliefs play significant role in affecting consumer behaviour. According to Fam, Waller and Erdogan (2004), religious affiliations of different groups in the world such as Protestants, Catholics and Jews shape people’s attitudes towards political ideas, dancing and magazines, restaurants and so forth. Similarly, there is a strong link between religious individuals and immense concerns for ethical standards, being conservative and possessing more traditional attitudes towards consumption. To be more specific, religion determines individuals’ morals and values and influences consumer attitudes towards particular items or services. In some cases, the influence of religion on consumption relates to restrictions uncertain items, foods, beverages or even advertisements of certain products or events, which are deemed to be controversial (Muhamad & Mizerski, 2010). For example, in Asia, advertisement of funeral services is seen as distasteful (Odoshen and Zhang, 2011). It is understood as an act of disrespect towards elders and thus, in opposition to all religious teachings in the region. However, in some western nations, purchasing a funeral service plan for an elder who is alive is perceived as a good endeavour from a son towards his parents (Fam, Waller & Erdogan, 2004). Thus, making such an advertisement is of utmost importance. In fact, people in this region look for the most appropriate and efficient media. For example, in New Zealand, funeral service advertisements are done mostly through letterbox drops, radio and local community tabloids. Usually, such advertisements are done at a conspicuous time, between 8 to 10 a.m. via radio stations. Such selection of time and media would not augur well in Taiwan (where there are Buddhism followers) and in China where the majority of the people are Confucian and Taoism devotees, and where death is seen as a bad portent. The followers in these countries would also not like to be bombarded with such advertisements at dawn since they trust that this would cause them misfortunes during the rest of the day (Fam, Waller & Erdogan, 2004). Fam, Waller and Erdogan (2004) note that in Taiwan and Malaysia, where the departed is often accorded an elaborate funeral ceremony, the use of the media to announce such a service will not augur well, as prospective buyers will wish to engage in such a purchase covertly. On the other hand, in the same societies, advertising and even taking of alcohol is not restricted. For instance, taking of alcohol is usually part of celebrations when marking the beginning of new of a Chinese calendar (also known as the spring festival). In Malaysia, promotion techniques include giving free samples to the public (Gupta, 2011). In contrast, in cultures where Islam is the major faith such as in Saudi Arabia, taking alcohol or even advertising it is totally banned and restricted (Cherrier, 2009; Muhamad & Mizerski, 2010). Among some Christian believers and non-believers, alcohol is allowed if taken in moderation. Others such as Protestants strictly prohibit alcohol consumption among the followers. Further, Scheetz Dubin and Garbarino (2007) note that Islamic communities and Jews do not consume pork just like Hindus do not consume beef. Other products whose consumption is affected by religion are sex-related products such as condoms and female contraceptives (O'Cass, 2004). As Fam, Waller and Erdogan (2004) point out, religious values relating to the modesty and unpleasant nature of certain items or products make it impractical for them to be consumed or even to be advertised in some segments of the society. For instance, the use of contraceptives is highly opposed by the Roman Catholics. They believe that use of birth controls hinders reproduction and encourages sinful acts. The majority of Protestants on the other hand support the use of contraception and even promote family planning as an important moral good. In Islam, there is nothing that condemns the use of birth controls. On the contrary, it is widely believed that the use of contraception helps to preserve the quality of the family and economics at the family level. In response to this, producing industries concentrate more in promoting and selling contraceptives in the regions where religions endorse their use. This explains the fact that in the countries concentrated with Roman Catholics such as Italy, consumption of contraceptives may be very low (Fam, Waller & Erdogan, 2004). In contrast, in Islamic countries such as Saudi Arabia, consumption of contraceptives is high. Thus, in a similar fashion to materialism, if a religion considers a given product or brand to be controversial, the product is consumed less or totally not consumed by the followers. On the other hand, if a religion embraces a product, it is consumed more. Generally, this explains the fact that religion affects the spread of global consumption of specific products. Conclusion In conclusion, materialism connotes the trend of placing emphasis on acquisition and possession of material commodities as a sign of one’s success and status. An individual who is status-conscious and whose possessions and acquisitions occupy the central role in his or her life is termed as materialistic individual. Thus, materialism influences personal values in relation to consumption of particular products or services. Similarly, religious beliefs, norms and institutions in different segments in the global society influence consumption behaviours. The existing differences in religious principles and associations tend to determine individuals’ way of life, their choices and what they consume. As this essay demonstrates, both materialism and religion play a considerable role in influencing the spread of global consumption or brands. If the overall materialistic tendencies or religious beliefs favour a given brand or product, it is purchased more. However, if materialistic tendencies or religious perceptions among individuals in a given segment of the society fail to favour a brand or product, the product is purchased less, especially if it is highly priced. Having realised this, marketers globally focus on establishing the existing linkage between materialistic and religious perceptions and the brand image held by the targeted consumers (Sangkhawasi & Johri, 2007). Once this is achieved, organisations change the brand image based on these perceptions or focus on the market in which the brands are not rejected. This explains the differences that exist in global consumption and spread of brands among different segments of the global society. References Bernard, R. J. (2009). “The Effects of Materialism, Brand Image, and Ad Appeal Type on Ad Based Persuasion.” Retrieved from 18 October 2011, from http://www.csulb.edu/colleges/cba/honors/thesis/documents/RonaldBernardThesis.pdf Budiman, A. & O’Cass, A. 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