Psychology: Techniques and Application

Psychology: Techniques and Application ›› 2020, Vol. 8 ›› Issue (12): 747-754.doi: 10.16842/j.cnki.issn2095-5588.2020.12.005

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The Underlying Mechanism of Materialism on Price Quality Effect: A Moderated Moderation Model

XU Kaiqiang; ZHAO Na   

  1. (School of Sociology and Psychology, Central University of Finance and Economics, Beijing 100081, China)
  • Online:2021-12-01 Published:2020-11-28

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Abstract: In order to explore the relationship between materialism and price quality effect and their mechanism, this study investigated 486 participant through questionnaires. The results showed that: (1) materialism had a significant positive predictive effect on price quality effect; (2) The sense of belonging played a mediating role between the third dimension of materialism(pursue happiness by acquiring wealth) and price quality effect; (3) marital status had a stronger moderation effect on the sense of belonging among married people. This research not only enrichs the existing theoretical research, but also helps to clarify the image of materialists.

Key words: pirce quality effect, materialism, the sense of belonging, marriage status

CLC Number: 

  • B849
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