Materialistic Values and Thimphu Adolescents
Code No.: 1303-PGDPA
Royal Institute of Management
Thimphu
(Word count:10,000)
Supervisor: Lecturer Phuntsho Wangmo
There is a Bhutanese folktale that poignantly, yet delightfully, portrays that happiness and prosperity
are not necessarily one and the same. The story titled “Meme Haylay Haylay and His Turquoise” is
about an old man who begins the day finding a priceless turquoise and exchanges the jewel with a
horse, the horse for an ox, and the ox for a sheep, the sheep for goat, the goat for a rooster, and in the
end the rooster for a song.
–
Melissa, 2008
“The goal of every act is happiness itself, though, even with great wealth, it’s rarely found”.
(Shantideva)
Abstract (369 words)
The purpose of this paper is to examine materialistic values among the adolescents residing in the capital
with regard to influence advertisements and celebrities and social influence factors (specifically
influences from peers and media celebrities) on adolescents’ endorsement of materialistic values in
Thimphu. A survey among 360 students aged 13 to 18 was conducted using a structured questionnaire in
four schools and the analysis of the data collected from these students used ordered logistic regression.
Though only three set of key determinants have been used (peers, advertisements and celebrities), they
explained the endorsement of materialistic values (including success, happiness and acquisition
centrality) better than random up to 99 percent significance level. The study has revealed that
adolescents in Thimphu are only slightly materialistic for the time being which could contribute towards
our understanding of where the young adolescents stand in terms of materialistic values. However, it
should still be a concern that these youngsters are at vulnerable crossroads – since the study also found
that materialistic values among adolescents in Thimphu were highly endorsed by peer groups, their
attachments/ idolization of celebrities and their lifestyles, and advertisements as well. Accordingly not
only do parents need to take extra measures in terms of providing good advices and guidance, the
Ministry of Education needs to study the validity, relevancy, and effectiveness of the Values Education
programs in schools. Also introduction of visual literacy programs among them can be suggested for
adolescents to be able to critically absorb what they need to absorb from advertisements and celebrities.
Nov. 22
Materialistic Values and Thimphu Adolescents
Acknowledgement
This research paper would not have been completed without the support group that I had during
the course of the research study: supervisors, family and friends.
It is said that a battle is half won if the beginning is handled well. For that, I would like to thank
my Research supervisor, Mrs. Phuntsho Wangmo, for her unending guidance, for all her
supervisory responsibilities and more to help make the beginnings of my research clearer and for
breaking down things into simpler format. I would also like to thank Professor Carole Kayrooz
for holding timely discussions to keep us on track and for teaching us to embrace the confusions.
I would also like to thank Mr. Karma Lhendup from National Statistics Bureau, Thimphu, for his
help during the data analysis phase.
I am extremely grateful for the easy access to information on all schools in Thimphu provided by
the District Education Office in Thimphu Thromde. The overwhelming support and cooperation
from the Principals, teachers, and students of Motithang H.S.S., Yangchenphug H.S.S.,
Changangkha M.S.S. and Lungtenzampa M.S.S. have also been duly appreciated.
A special note of gratitude goes out to my dear friend, Tashi Deki, who despite her busy
schedules accompanied me to the schools during the data collection phase; without her help, this
process would have turned out to be a long and tedious one. Another note of gratification also
goes out to my classmates in PGDPA program for the advices and suggestions whenever I
needed one.
My gratitude will remain incomplete if I do not thank my family for not only the help that they
rendered, but also for being patient with the mess and the inconveniences that I may have
brought along during the whole research process.
PGPDA-1303
1
Nov. 22
Materialistic Values and Thimphu Adolescents
Contents
Acknowledgement ........................................................................................................................................ 1
Chapter 1…………………………………………………………………………………………………………………………………………………3
1.1.
Introduction ....................................................................................................................................... 3
1.2.
Definitions for the Research: ............................................................................................................ 4
1.3.
Problem Statement ........................................................................................................................... 5
1.4.
Research Objectives and Questions:................................................................................................. 6
1.5.
Significance of the Study ................................................................................................................... 6
Chapter 2....................................................................................................................................................... 7
2.1.
Literature Review .............................................................................................................................. 7
Chapter 3..................................................................................................................................................... 10
3.1.
Conceptual Framework: .................................................................................................................. 10
3.2.
Research Methodology: .................................................................................................................. 11
3.3.
Sampling Method ............................................................................................................................ 12
3.4.
Defining sample population: ........................................................................................................... 12
3.5.
Processes of Data Collection include the following: ....................................................................... 13
3.6.
Limitations of the Study .................................................................................................................. 15
3.7.
Ethical Considerations..................................................................................................................... 15
4.1.
Data Analysis, Findings and Discussions ......................................................................................... 16
Chapter 5..................................................................................................................................................... 27
References .................................................................................................................................................. 30
APPENDIX I .................................................................................................................................................. 34
APPENDIX II ................................................................................................................................................. 36
APPENDIX III ................................................................................................................................................ 41
PGPDA-1303
2
Nov. 22
Materialistic Values and Thimphu Adolescents
Chapter 1
1.1.
Introduction
Over the past decade, the notion that materialism can serve as a values-based means of coping
with uncertainty has emerged as a solid empirical generalization (Kasser, 2004). The value that
represents the importance that is attached by people to their goods and their use in individual
expression is called materialism. Individuals who place “having things” at the centre of their
lives are said to be materialistic (Rindfleisch, Wong and Burroughs, 2004). The expression of the
self is portrayed through the possessions that one has. One of the reasons why expression
through possession gained weight in contemporary society is its post-modern condition. As
tradition and ascription lost significance, the construction of identities became crucial and thus,
also the theme “express yourself” has gained power (Gorp, 2007).
Teenagers in particular, have to construct and express their selves to a larger extent than ever
before, and the expression of selves through things is especially popular among them. These days
what one has gained greater significance, rather than what one is. What one possesses has
become more reflective of what kind of person someone is. Things have started to matter. They
do not only help in getting where you want to get in life, they are more and more deterministic of
being who you want to be (Kasser, 2004). This means that you can “make” your life by looking
for, buying and/or having the “right” products and brands.
Hence, this research will be based on the study of these materialistic tendencies among youths,
especially the adolescents aged 13-18 years of age and the factors that tend to bring about this
behavior in them. As a result the research hopes to show that materialism is a value that deserves
greater recognition from consumer researchers, as it may influence not only how consumers feel
about themselves, but also how they actually consume and what they value the most in life.
PGPDA-1303
3
Nov. 22
Materialistic Values and Thimphu Adolescents
1.2.
Definitions for the Research:
While the concept of materialism has been a subject of great interests, researchers are yet to
come up and agree on one fixed definition of the term. Materialism has been broadly defined as
"the importance one attaches to material possessions" (Clark at al, 2001). Generally said,
materialism is the theoretical approach that states that things matter in life (Gorp, 2007)
It has also been defined as the degree to which a person believes that the acquisition and
possession of material objects are important to achieve happiness in life, as well as an indicator
of his or her success in life (Richins and Dawson, 1992).
Many research studies in the field have come up with indicators of materialism and the two most
significant which are still relevant and form the basis for further studies have been put forward
by Belk (1985) and Richins and Dawson (1992; 2004). While Belk’s approach sees materialism
as an aspect of personality grasping onto possessiveness, non-generosity and envy, the approach
of Richins and Dawson takes materialism as a personal value, as the centrality of things in life
and the link of happiness and success to possessions (Chan and Prendergast, 2007).
In this study, materialism will be defined as a set of attitudes which regard possessions as
symbols of success, where possessions occupy a central part of life, and which include holding
the belief that more possessions lead to more happiness and indicative of success (Chan and
Prendergast, 2007), and hence, it will include Richins and Dawson’s 1992 components of
materialistic values: acquisition centrality, acquisition as the pursuit of happiness, and
possession-defined success (Bindah and Othman, 2012).
Influences from peers, advertisements and celebrity attachments will be narrowed down to only
in terms of development of materialism, that is, influences on their buying habits (Bindah and
Othman, 2012).
Materialism will be taken as a dependent variable, and peer influences, celebrity attachments and
advertisements will be defined as independent variables in the research.
PGPDA-1303
4
Nov. 22
Materialistic Values and Thimphu Adolescents
1.3.
Problem Statement
Bhutan’s road to modernization started in the early 1960s with the end of isolationism and the
start of the Five Year Plans. Since then, many economic developments have been undertaken
improving the lives of many Bhutanese people. Another wave of modernization took place in
1998 with the introduction of cable television within the country. Gradually Bhutan was
introduced to internet, social media and many reforms were made in liberalizing the institution of
media so as to better connect to the modern world.
However, there are contrary opinions to modernization. The government may be facing its
greatest challenge yet. The current generation of Bhutanese youths is facing changes in society
that have been unprecedented in the history of Bhutan. Increasing economic liberalization and
social modernization have brought an influx of differing cultures and norms, and have caused
new conflicts of interest within Bhutanese society (Chua, 2008). Their social and cultural
environment is changing. There is a significant difference between the youths of today and those
of the previous generations with respect to their cultural attitudes and understandings.
With the advent of modernization, the traditional values are being gradually undermined as
people are becoming more self-centered and materialistic, especially the youths (Wangyal,
2007). The Bhutanese youths today are starting to define themselves and their social status
through the clothes they wear.
With materialism being the subject of interest among many, and none of them have been done in
Bhutan and no studies have been conducted so far to measure the phenomenon of modernization
in terms of changes in attitudes and people’s views/values towards the possession of material
objects in the country, especially amongst the youths in Bhutan’s urban centres. With the core
value of GNH philosophy resting upon people being able to balance spiritual well-being with
material well-being, it is imperative that we make sure that the same values are instilled in our
youngsters as well. Hence, this research aims to study materialistic tendencies among
adolescents in Thimphu. And if materialism be a serious issue, it is pertinent that the government
be aware of it, and addresses it before the situation increases in severity.
PGPDA-1303
5
Nov. 22
Materialistic Values and Thimphu Adolescents
1.4.
Research Objectives and Questions:
The research study was conducted with the objectives to:
–
study the endorsement of materialistic values (including success, pursuit of
happiness and acquisition centrality) by the three key determinants (peers,
advertisements and celebrities) on the basis of three assumptions:

Urban adolescents who perceive a higher peer influence will be more
materialistic.

Urban adolescents who report a higher level of imitation of celebrities will
be more materialistic.

Urban adolescents who have a higher level of advertising viewing will be
more materialistic.
The research, on the whole, will attempt to answer the following questions:
Research questions:
–
How do adolescents in Thimphu respond to social influences (peer influence and
media celebrities) and marketing communications (advertising)?
1.5.
Significance of the Study
Modernization, as mentioned earlier, has brought about many challenges with itself. Thimphu, in
particular, being the capital city, the effects of modernization is seen almost everywhere,
especially among the youths. Many stores are now focusing on targeting the youths which is
quite evident from their store displays. Children and youths in Thimphu are now constantly
updating themselves with the current fashion trends, be it in terms of electric gadgets or clothes,
and hanging out with friends in the town during the weekends and holidays is a popular way of
spending time.
There has not been any research conducted so far in this field in the country that targets the
youths. So the research is carried hoping that through the results and findings (although not
representative), necessary attention will be given to this study and more comprehensive
researches nationwide will be carried out.
PGPDA-1303
6
Nov. 22
Materialistic Values and Thimphu Adolescents
Bhutan, being a country being guided by the principles of Gross National Happiness (GNH),
needs to make sure where our youths, and the general population as well, stand with regard to
their materialistic tendencies and if it is time for the government and policy makers to take any
steps or interventions yet. Since materialism as a value can be found in individuals irrespective
of age, ethnicity or gender, studying it particularly among the adolescents is important since the
young population group will make up the future adult population, future working class
professionals and consumers as well. For a country that tries hard to balance out spirituality with
materialistic pleasures, we need to ensure that we produce future citizens who understand this
and are not wholly driven by consumerist behavior.
Moreover, as Carol Craig (n.d.) had mentioned: materialist values tend to undermine our lives,
both individually and collectively, being noxious particularly for children and youths. And since
studies have found that materialism can predict consumer behavior (Goldberg, et al, 2003; Ferle
and Chan, 2008) it will be helpful to get an idea (be it rough) of the consumerist-driven
population and whether it should be a national concern or not.
Chapter 2
2.1.
Literature Review
Many contemporary social theorists recognize that materialism is a pervasive problem for
individuals, relationships, and society, although there is less consensus about what can be done
to alleviate it. Belk (1985) (as cited by Chan and Prendergast, 2007) defined materialism as the
value a consumer places on material possessions and concluded that materialism is a broad
construct that subsumes personality traits such as envy, lack of generosity, and possessiveness.
Richins and Dawson (1992) (as cited by Chan and Prendergast, 2007) conceptualized
materialism as the placing of a relatively high value on the possession of wealth and material
goods. Inglehart (2000) defined materialism as a persistent emphasis on lower-order needs for
material comfort and physical safety over higher-order needs such as self-expression and quality
of life (Polak and McCullough, 2006). Inglehart saw materialism as a chronic focus on lower
needs for material comfort and physical safety over higher order needs (Chan and Prendergast,
2007).
PGPDA-1303
7
Nov. 22
Materialistic Values and Thimphu Adolescents
Consumers across many parts of the globe place considerable value on the acquisition of material
objects. Over the past two decades, researchers have sought to establish how materialism is
formed and how this value influences individual and collective well-being. One particular
consequence that has attracted a substantial amount of scholarly attention is the rise of
materialism (the importance that an individual places on the acquisition of material objects) as a
social value. Early researches suggested that materialism was the result of individuals viewing
material goods and money as a path to personal happiness and social progress. In essence, these
studies focus on the implications of materialism for broader life-related consequences rather than
on materialism’s influences upon specific consumption-related beliefs or behaviors (Burroughs
and Rindfleisch 2002; Chan and Prendergast, 2007; Kasser and Ryan, 1996; Richins and Dawson
1992). Kasser in 2002 concluded that materialism has a negative value because of its negative
association with happiness and subjective well-being.
According to U.S. research, non-generosity among young people in the U.S. was related to
increasing materialistic values and found that 71% of children between the age of 8 and 18
responded to being happy if they had more money to spend on themselves (Reuters, 2007). In
addition, not only was non-generosity linked to materialism, further studies have proven that
materialism also revealed that teenagers today (the Y generation) who are more materialistic tend
to be less interested in working hard than the baby boomers were in their teens (Kasser et al.,
2004; Twenge, 2006; Langfield, 2013). However, the boomers, the researchers say, are probably
to be blamed for creating a culture that breeds such consumerist culture leading to narcissism and
prerogative. In other words, while the teenagers are now more likely than boomers to be
materialistic and desire more things to validate themselves and their position, they, however,
show unwillingness to do the work to pay for these things.
Moschis in 1987 claimed that children learn consumer behavior patterns from various socializing
agents including schools, stores, media, products, and even packages but parents and peers are
the two principal interpersonal sources (Ferle and Chan, 2008). The two principal interpersonal
sources from which children and young people learn about products and their consumption
habits are parents and peers. Through communication adolescents learn what consumption values
and products are acceptable in the eyes of their significant others. This information serves as a
base for social norms about consumption values (Chan and Prendergast, 2007; Ferle and Chen,
2008). Hence, during childhood, parents are children’s role models. Parents are probably the
PGPDA-1303
8
Nov. 22
Materialistic Values and Thimphu Adolescents
most instrumental in teaching young people the basic rational aspects of consumption such as
understanding price-quality relationships, handling money wisely, and obtaining appropriate
information before making purchases (Ferle and Chan, 2008; Kasser, 2004).
Erikson argued that due to the combination of rapid body growth and puberty, the early selfidentity formed in childhood is no longer appropriate, and teenagers enter a period of identity
crisis (Ferle and Chan, 2008). During this phase, young people need to formulate a new identity
and establish autonomy from their parents. As a result, young people tend to seek personal
relationships that give value to their perspectives and ensure that their feelings are understood.
Consequently, young people prefer to identify with their peer groups (Chen and Prendergast,
2007; Ferle and Chan, 2008; Bindah and Othman, 2012). They further added that frequent
interaction with peers, even more frequent than with parents, can lead to peers becoming the
primary socializing agents for consumption values. Moreover, previous studies found that those
who communicate frequently with their peers and those who are more susceptible to the
influence of peers are also known to be more materialistic (Richin and Dawson, 1992;
Rindfleisch, Wong and Burroughs, 2004; Gorp, 2007).
Therefore, for the ease of the research (due to time constraint) under the social influences, only
peer influences will be considered, although researches tend to point out the importance of
family income and status and the adolescents’ communication with their family members,
especially their parents.
Another pervasive source of materialistic models is advertising messages. Advertisements
encourage consumption by using images of attractive and/or famous product users,
demonstrating social rewards through using products, and associating products with wealthy
lifestyles (Kasser et al., 2004; University of Sussex, 2013). They further went on to claim that
motives for advertisement viewing have two dimensions: seeking information about products,
and seeking images or talking points and that people who engage in social comparison with
remote referents such as idealized media images create inflated and unrealistically high
expectations of their models’ standards of living. Chinese market is also increasingly becoming
more materialistic mainly due to greater exposure to commercial advertising leading to a
growing desire amongst the youths to purchase products to show their success in life (Parker,
PGPDA-1303
9
Nov. 22
Materialistic Values and Thimphu Adolescents
Haytko & Hermans, 2010). Hence, Ferle and Chan (2008) concluded that advertisements could
also be seen as an indicator of materialistic values.
Similarly, materialism, as an emerging value, consumer behavior of the youths can be explained
and connected to materialism (Goldberg, Gorn, Peracchio and Bamossy, 2003). Their study
among a sample of 9- to 14-year-olds, suggested that more materialistic youth tend to shop more
and save less, and that they were most interested in new products and most responsive to
advertising and promotional efforts.
Even in Bhutan, we can see how the times have not changed the infrastructure of our society, but
the minds and attitudes of our people, more so among young people. In the past, their only
worries of our forefathers were losing few crops and livestock to wild animals, and enjoyed a
subsistence lifestyle that was more sustainable, equitable, and in communion with nature.
Through time, gradually, they were exposed to the seductions of the modernized world:
television, internet, cars, cosmetics, fashionable outfits, and the likes (Thinley, 2013).
Consequently, it turns out that simplicity is no longer a virtue the youngsters these days aspire
for. Our development also seem to present a paradoxical nature; although to create conditions for
happiness of their citizens by creating modern facilities, the way and the pace at which
modernization is pursued contradicts the very intention to keep the people happy(Thinley, 2013).
Chapter 3
3.1.
Conceptual Framework:
This paper has been carried out in a manner similar to that by Ferle and Chan (2008) among the
young teenagers in Singapore whereby the determinants of materialistic values have been
broadly classified under three categories- Peers, Advertisements and Celebrities. Moreover,
Richins and Dawson’s 1992 model for materialism have been employed - acquisition centrality,
acquisition as the pursuit of happiness, and possession-defined success as summing up
materialistic values (Bindah and Othman, 2012; Kasser, 2002).
The study carried out by Ferle and Chan (2008) found that materialistic values in adolescents
could very well be explained by three influences- peers, advertisements and celebrities.
PGPDA-1303
10
Nov. 22
Materialistic Values and Thimphu Adolescents
1992 materialism scale by Richins and Dawson broadly are indicative of how much people think
success and achievement to be reflected by material possessions, whether or not they pursue
happiness in acquiring things, and whether or not having things is central to all their wants. Also
the scale also contains items that would explain their need for social approval and recognition
such as the importance they place on owning fancier things to impress others (Bindah and
Othman, 2012; Kasser, 2002).
Determinants of Materialistic Values
Influences from
Peers
Materialistic Values:
Financial Success
Influences from
Advertisements
Influences from
Celebrities
3.2.
Happiness from
Material Possessions
Acquisition
Centrality
Research Methodology:
The research study can be categorized as following a survey design where the findings in the
research have been derived by running Ordered Logistic Regression in Stata since the dependent
variable (materialistic values) has more than two categories: (1) Very Low, (2) Low, (3)
Medium, (4) High and (5) Very High. Also the values of each category under materialistic
values also fulfill the criteria for carrying out this form of regression, that is, the values of each
category are in sequential order where a value is ‘higher’ than the previous one (Reyna, 2010).
PGPDA-1303
11
Nov. 22
Materialistic Values and Thimphu Adolescents
3.3.
Sampling Method
A total of 360 students have been determined as the sample size for the study (through the use of
Yaeman’s formula) from four target schools in Thimphu. The schools have been selected as per
the convenience of the research study and data collection process. With regard to survey
questionnaires, they have been distributed to students on a voluntary basis.
3.4.
Defining sample population:
Teens between the age groups of 13-18 years (most probably between Classes VII – XII) was
taken for the study. Among the various schools in Thimphu, Motithang Higher Secondary
School (M.H.S.S.), Yangchenphug Higher Secondary School (Y.H.S.S.), Changangkha Middle
Secondary School (C.M.S.S.), and Lungtenzampa Middle Secondary School (L.M.S.S.) have
been chosen as target schools for the study. Only four schools have been considered (two middle
schools and two high schools) in order to scope down the size of the study due to shortage of
time and other resources.
Out of the four target schools selected, 360 students have been determined as the sample size for
the study from these four schools, while strictly maintaining a 50:50 gender ratio, that is, 180
male students and 180 female students.
Table 1: Sources of Participants for the Survey
Age
No. of
Students
13
60
14
60
15
60
16
60
17
60
18
60
360
Schools
30 – Class X
Students
MHSS
90
YHSS
90
30 – Class XI
30 – Class XII
30 – Class VIII
30 – Class X
30 – Class XI
30 – Class XII
30 – Class VII
LMSS
90
CMSS
90
Total
360
30 – Class VII
30 – Class IX
PGPDA-1303
No. of
30 – Class VIII
30 – Class IX
12
Nov. 22
Materialistic Values and Thimphu Adolescents
Chart 1: Area of Residence of the Participants
3.5.
Response Rate
Having determined 360 students (180 male and 180 female) as the sample size for the study, the
survey was successfully received a 100% response rate, that is, 360 properly completed
questionnaires had been received. This could be firstly attributed to the class teachers for their
additional instructions to the students before the distribution of the questionnaire in the
classrooms. Secondly, as a measure of extra precaution, a total of 380 questionnaires were
printed in the first place.
3.6.
Processes of Data Collection include the following:
Primary data sources have been from the survey questionnaires distributed to 360 students (the
determined sample size) from M.H.S.S., Y.H.S.S., C.M.S.S., and L.M.S.S.; 90 students from
each school.
Pilot Testing the Survey Questionnaire:
With prior permission from the heads of the selected schools, firstly, a pilot test of the
questionnaire was held among students of the chosen age group (10 students from M.H.S.S. and
10 from C.M.S.S.). Proper documentation of the feedbacks and/or discussions were crucial since
this process will not only assist in providing a general idea of how to construct the questionnaires
PGPDA-1303
13
Nov. 22
Materialistic Values and Thimphu Adolescents
but it also helped to provide a clearer picture as to what the current thinking among the
adolescents is these days.
Survey Questionnaire:
After the questionnaires were finalized it was followed by the distribution of survey
questionnaires among the students aged 13-18 years. For the convenience of the whole process
and to save time, the questions will be distributed to students in classrooms during class hours.
Moreover, it was taken care of that those students who participated in the testing of the
questionnaires were excluded from participating in the final survey.
Richins and Dawson’s Materialism Scale (Ferle and Chen, 2008; Kasser, 2004; Richins and
Dawson, 1992) has been used for studying the extent to which the adolescents measure their
success and happiness (the overall alpha for which has been between 0.80 and 0.88 for all the
items in past studies).
To measure the peer influence among adolescents and their buying habits when it comes to
interaction amongst themselves, the items were adapted from Moschis and Moore developed in
1979 (Bindah & Othman, 2003), consisting of three items (questions).
Questions regarding influences from advertisement and celebrity attachments were adapted and
modified from Socio-cultural Attitudes Towards Appearance Questionnaire 3 (SATAQ-3),
developed by Thompson in 2004 (University of Sussex, 2013)
All these aforementioned questionnaire samples formed the basis for the first questionnaire and
necessary changes were made accordingly through questionnaire testing. Moreover, to make it
easy and less time consuming for the participants, the construction of questionnaires had been
constructed on a Five-point Likert scale.
Then the analysis of the data collected attempted to test the following assumptions while trying
to establish relationship between key variables:

Urban adolescents who perceive a higher peer influence will be more materialistic.

Urban adolescents who report a higher level of imitation of celebrities will be more
materialistic.
PGPDA-1303
14
Nov. 22
Materialistic Values and Thimphu Adolescents

Urban adolescents who have a higher level of advertising viewing will be more
materialistic.
3.7.
Limitations of the Study
Primarily, the research is subject to resource constraints in terms of time and budget. Since
primary data was collected from a random sampling of schools located in Thimphu, results and
conclusions drawn from this research will not be representative of the entire adolescents in the
country. The representativeness of the respondents may also be a constrained since only four
schools were selected.
It also has to be kept in mind that the key determinants used to study materialistic values among
the young students were only three (peers, advertisements and celebrities)– which could possibly
mean that during this study, some other variables might not have been considered.
In addition, the results may be subjected to geographical variations as well. That is, results for
youths in the rural areas and those in remote communities may show different levels of
materialistic values. Therefore, broad generalizations of the findings as well as the
recommendations of the study will not be valid.
3.8.
–
Ethical Considerations
Respect of Intellectual Property: Primary data sources and secondary data sources
will be acknowledged. Moreover, all information gathered will not be subject to
any manipulation or discrepancies.
–
Seek permission from the respective schools: Since the research requires the
participation of students aged 13-18, permission has to be obtained from the
respective heads of the schools. Also, prior to seeking permission from the
schools, a Consent letter from Royal Institute of Management should be obtained
to sanction the research and its processes.
–
Voluntary Participation: All participants for the FGDs and survey questionnaire will
be on voluntary basis and compulsion will be not be encouraged.
–
Privacy/ Confidentiality of the participants shall be maintained.
PGPDA-1303
15
Nov. 22
Materialistic Values and Thimphu Adolescents
Chapter 4
4.1.
Data Analysis, Findings and Discussions
The data used for this analysis has been collected from the survey questionnaire circulated
among the students of the four schools (aged 13-18) in Thimphu and the results of this analysis
pertain to the responses of the sample population. Materialistic have been broken down under
three general values developed by Richins and Dawson in 1992 (Bindah and Othman, 2012;
Kasser, 2002) – associating success to acquisition (classified as Success, pursuing happiness in
material possessions (Pursuit of Happiness), and considering acquiring things to be central part
of everything they do (Acquisition Centrality). In addition, the determinants of materialistic
values have been developed accordingly to the relations drawn by Ferle and Chan (2008) –
materialistic values being associated with peers, advertisements and celebrity influences.
4.2.
Reliability Analysis
Since many of the items in the questionnaire consisted of 5-point Likert Scale, a reliability test
had to be conducted to check on the reliability of the scales used. The Cronbach’s alpha value
revealed to be 0.864 implying that the scales used in the questionnaire to measure materialism
among the adolescents in Thimphu are highly reliable. Therefore, the data retrieved from the
respondents and their corresponding results are highly significant and highly reliable up to 95%
level of confidence interval.
4.3.
Descriptive Analysis
Table 2: Descriptive Statistics of the Variables Used (N=360)
Materialistic Values
Mean
Success
Pursuit of Centrality
Happiness Acquisition
3.20
3.03
PGPDA-1303
3.27
Materialistic
Values
3.17
Determinants
Materialism
(Influences)
Peer
Ads
Pressure
Celebs
3.10
3.17
3.28
of
16
Nov. 22
Materialistic Values and Thimphu Adolescents
Std.
Deviation
.618
.766
.635
.527
.90
.85
.87
(5=Very High; 1=Very Low)
A summarized finding of the study from the adolescents in Thimphu with respect to materialistic
values (financial success, happiness, and acquisition centrality), influences from peer groups,
influences from advertisements and celebrities have been presented in Table 1. All in all, the
mean score for overall materialistic values among the respondents was indicated as 3.17, the
materialistic values of 48.9% of the respondents falling under having “medium” materialistic
values, thus revealing that when it comes to their materialistic values, the respondents do have
slight materialistic values engrained in them.
If materialistic values were analyzed separately, then the mean score of success, that is,
respondents associating financial accumulation and possession of material objects as sign of
success, is 3.20. While the findings revealed that the respondents did not place much emphasis
on the possessions of material objects as a sign of success and that they did not admire people for
the fancy things they owned, 58.3% of the respondents would like to get a job that have higher
financial incentives in the future. 43.3% of them viewed acquiring material possessions as one of
the important achievements; 53.9% of them considered the things people owned to be reflective
of their success level; and 48.3% would like to own things to impress people.
The mean score under pursuit of happiness (the association of material possessions so as to
happiness) is 3.03. The respondents did not believe that people with more money were happier
and that they had all the things they need to enjoy life. However, most of them (53.3%) admitted
that their lives would be a lot happier if they could afford to buy more things and 52.8% of them
are bothered by the fact that they cannot afford to buy the things they like.
3.27 is the mean score under acquisition centrality (deeming the acquisition of material
possessions to be of utter significance for one’s existence). While it was found that 40.3% of
them did not place much importance on the things they owned and for 51.7% of them, it was not
fun thinking of all the things they owned, 51.1% of them agreed that buying things gave them
pleasure and 43.3% of them agreed that they would like it if they could afford a lot of luxury.
PGPDA-1303
17
Nov. 22
Materialistic Values and Thimphu Adolescents
With regard to determinants of materialism, the average scores are neither too high nor too low.
However, with mean scores of 3.10, 3.28, and 3.17 for peer influences, advertisements and
celebrity influences respectively, they do tend to indicate that peer groups, advertisements and
celebrity attachments do have some effect among the respondents. Under peer influence, many
of respondents tend to talk with and learn from their friends as well as trust them about buying
things. Moreover, most of them felt the obligation to buy the things their friends have. However,
many did not agree that they and their friends prefer to dress according to fashion.
For media communications, most of the respondents admitted that advertisements were an
important source of information about fashion and about what to buy. Most of them also agreed
that celebrities were an important source of information about fashion, that they wanted town the
things and the lifestyle of the celebrities. They, however, do not compare their lives to those of
the celebrities.
4.4.
Determinants of Materialistic Values
As mentioned earlier, the research will attempt to establish relationship between the key
variables materialistic values, peer influence, advertisements, and media celebrities for which
multivariate analysis approach was used. The model developed in this analysis has been similar
to that of Ferle and Chan (2008), although, instead of using multi-linear regression, ordered
logistic regression model has been used to determine the odds ratios of various factors
determining materialistic values since the dependent variable “materialistic values” consist of
more than two categories (high, medium, low).
Values of materialism in this regression model have been measured in four aspects: (a) Financial
Success; (b) Pursuit of Happiness; (c) Acquisition Centrality; and (d) Materialistic Values in
general. With respect to this, the following models have been developed:
Model 1: Success
Y1= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences
…………..Equation 1
Model 2:Pursuit of Happiness
Y2= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences
………….. Equation 2
Model 3: Acquisition centrality
PGPDA-1303
18
Nov. 22
Materialistic Values and Thimphu Adolescents
Y3= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences
………….. Equation 3
Model 4: Materialistic Values
Y4= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences
………….. Equation 4
4.5.
Control Test Model
(Control Model)
Y= α0 + β1 Area of Residence+ β2 Age + β3 Gender + β4 Currently Residing With+ β5 Parental
detail + β6 School
[Y=Materialistic Values]
Chapter
5 Results
Table 3: Control
Model Test
VARIABLES
Area of
Residence
Materialistic
Values
Age
Male
Parents
Brief Parental
Detail
0.232
0.159***
-0.170**
-0.149*
-0.0019
-0.239
-0.0604
-0.2
-0.249
-0.161
Standard errors in parentheses
*** p<0.01, ** p<0.05, * p<0.1
Before proceeding with the test of the first model, a control model was developed where area of
residence, age, gender, with whom the respondents were currently residing with and their
parental detail (whether both their parents were working, only one was working, or both of them
were not working) were used as predictors for the materialistic values. From the demographic
variables, age (at 99% significance level), gender (at 95% confidence interval) and with whom
they are currently residing with (whether with parents or guardian) (at 90% confidence interval
tend to affect materialistic values.
This implies that as one tends to age, their overall materialistic values also become more and
more exorbitant. In addition, not only do our male responders tend to exhibit lesser overall
materialistic values than compared to females, but also that if they are currently residing with
their parents rather than with guardians, their materialistic values tend to be controlled or low.
Hence, these three demographic variables will be used to test Models 1, 2, 3 and 4, and in total,
there will be six response variables for Materialistic values.
PGPDA-1303
19
Nov. 22
Materialistic Values and Thimphu Adolescents
4.6.
Testing Model 1 (Y1): Success
Y1= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences + β4
Currently Residing With + β5 Gender (Male) + β6 Age
Success
Table 4: Ordered Logit: Dependent Variable by Success
Std.
Odds Ratio
Err.
z
P>z
95% C.I.
Peers
1.54
0.23
2.91
0.00
1.15
2.05
Ads
1.71
0.27
3.43
0.00
1.26
2.33
Celebrities
1.33
0.21
1.83
0.03
0.98
1.80
Age
1.34
0.06
-0.95
0.04
0.83
1.07
Gender (Male)
1.26
0.14
-1.97
0.05
0.43
1.06
Guardian
1.25
0.21
-0.82
0.04
0.48
1.35
No. of obs
LR chi2(6)
Prob >chi2
Pseudo R2
=
=
=
=
Log likelihood =
-328.04987
360
79.69
0.0000
0.1083
Table 5: Linktest to Table 4
Success
_hat
_hatsq
Log likelihood =
Coefficient
Std. Err.
z
P>z
0.83
0.37
2.22
0.03
0.10
1.57
0.04
0.08
0.47
0.64
-0.12
0.20
No. of obs
LR chi2(2)
Prob >chi2
Pseudo R2
=
=
=
=
-327.93857
95% C.I.
360
79.92
0.0000
0.1086
With Prob>Chi2 having been indicated as being 0.0000, this shows that the model used explains
better than random up to 99% significance level for Table 4. Following the ordered logit model,
a Linktest is run (as can be seen in Table 5) to check the validity of the proposed model (that is,
to check for specification errors). In Table 4, it can be seen that all three key determinants (peer
PGPDA-1303
20
Nov. 22
Materialistic Values and Thimphu Adolescents
influences, influences from advertisements and celebrities) along the selected demographic
variables from the Control test do affect the adolescents identifying possession of material assets
as a sign of success. This entails that female adolescents (compared to male), along with their
strong influences from peer groups, advertisements and celebrities, deem it to be necessary to
validate any achievement or success with material assets. This value is also revelaed to be grow
stronger with age and is also determined by whether or not they are residing with their parents or
guardian at Thimphu.
This inference can be supported with their odds ratios being significantly greater than 1. While
the Linktest model in Table 5 also explains better than random up to 99% confidence level, the
variable _hat shows to be a statistically significant predictor – the model used has no
specification errors. Moreover, because _hatsq is not significant, it implies that the model
specified is correct and that the Linktest is also insignificant.
4.7.
Testing Model 2 (Y2): Pursuit of Happiness
Testing Materialistic Values (Y2): Pursuit of Happiness
Y2= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences+ β4
Guardians/Parents + β5 Gender (Male) + β6 Age
Table 6: Ordered Logit: Dependent Variable by Pursuit of Happiness
Happiness
Odds Ratio
Std. Err.
z
P>z
Peers
1.20
0.17
1.30
0.20
0.91
1.59
Ads
1.48
0.22
2.58
0.01
1.10
1.99
Celebrities
1.98
0.30
4.45
0.00
1.47
2.67
Age
1.06
0.06
1.00
0.02
0.94
1.20
Gender (Male)
0.78
0.16
-1.24
0.21
0.52
1.16
Guardian
1.06
0.27
0.24
0.03
0.65
1.74
=
=
=
=
360
90.57
0.0000
0.1025
Log likelihood =
PGPDA-1303
-396.48467
No. of obs
LR chi2(6)
Prob > chi2
Pseudo R2
95% C.I.
21
Nov. 22
Materialistic Values and Thimphu Adolescents
Table 7: Ordered Logit: Linktest to Table 6
Happiness
_hat
_hatsq
Log likelihood =
Coef.
Std. Err.
z
P>z
1.42
0.69
2.05
0.04
0.06
2.78
-0.05
0.07
-0.62
0.53
-0.19
0.10
=
=
=
=
360
90.96
0.0000
0.1029
-396.2914
No. of obs
LR chi2(2)
Prob > chi2
Pseudo R2
95% C.I.
The testing of the second model test (Table 6) with regard to pursuit of happiness as a
materialistic value being the dependent variable, explaining better than random up to 99%
significance level, revealed that pursuit of happiness among adolescents was significantly
affected advertisements and celebrities odds ratios are significant and greater than 1. Peer
groups, however, do not affect whether or not adolescents pursue finding happiness in material
possessions. The value of pursuing happiness through acquiring material objects also tend to
become stronger as they grow older. Whether they were currently staying with their parents or
guardians at Thimphu also affected the endorsement of this particular value. Gender, however,
seems to have no influence on adolescents seeking happiness in assets, that is, adolescents basing
their happiness on the possession of material things is not dependent on their gender.
These inferences were again confirmed by the Linktest in Table 9 - _hat was significant while
_hatsq was not, meaning the model used was correctly specified.
PGPDA-1303
22
Nov. 22
Materialistic Values and Thimphu Adolescents
4.8.
Testing Model 3 (Y3): Centrality Acquisition
Testing Materialistic Values (Y3): Acquisition Centrality
Y3= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences + β4
Guardian/Parents + β5 Gender (Male) + β6 Age
Table 8: Ordered Logit: Dependent Variable by Acquisition Centrality
Acquisition
Odds Ratio
Std. Err.
z
P>z
Peers
1.58
0.24
3.10
0.00
1.18
2.12
Ads
1.68
0.26
3.30
0.00
1.23
2.28
Celebrities
1.41
0.23
2.18
0.03
1.04
1.93
Age
1.06
0.07
0.36
0.94
1.20
Gender (Male)
0.70
0.15
0.09
0.46
1.06
Guardian
1.13
0.22
0.92
1.69
0.73
0.04
0.50
1.38
=
=
=
=
360
91.02
0.0000
0.1152
Log likelihood =
-349.57653
No. of obs
LR chi2(6)
Prob > chi2
Pseudo R2
95% C.I.
Table9: Linktest to Table
Acquisition
_hat
_hatsq
Log likelihood =
Coef.
Std. Err.
z
P>z
0.13
0.63
0.21
0.03
1.37
1.10
-0.13
0.07
-1.82
0.07
-0.01
0.27
No. of obs
LR chi2(2)
Prob > chi2
Pseudo R2
=
=
=
=
360
94.38
0.0000
0.1194
-347.89416
95% C.I.
In the third model test, the centrality of material acquisition was significantly influenced by the
peer groups of the respondents, advertisements and their attachment to celebrity lifestyle with all
their odds ratio being greater than one and significant (Table 8). This finding was further verified
with a Linktest (Table 7). The model used was not mis-specified and there were no specification
PGPDA-1303
23
Nov. 22
Materialistic Values and Thimphu Adolescents
errors as can be seen with the _hat being significant. The insignificance of _hatsq further shows
that the Linktest is insignificant and that the model was specified correctly.
The demographic variable – whether they are currently residing with their parents/guardians in
Thimphu - also shows significance to the dependent variable. Hence, along with the adolescents
residing with their parents, stronger peer group influences (peer pressure), stronger influences
from advertisements and celebrities advocating building up strong values within them of placing
the acquirement of material possessions to be central to anything that they do, hence,
contributing to stronger materialistic values on the whole.
4.9.
Testing Model 4 (Y4): Materialistic Values
Testing Materialistic Values (Y4): Centrality Acquisition
Y4= α0 + β1 Peer influences + β2 Influences from advertisements + β3 Celebrity influences β4
Guardians/Parents + β5 Gender (Male) + β6 Age
Table 10: Ordered Logit: Dependent Variable by Materialistic Values
Values
Odds Ratio
Std. Err.
z
P>z
Peers
1.62
0.26
2.97
0.00
1.18
2.23
Ads
1.69
0.29
3.05
0.00
1.21
2.37
Celebrities
1.81
0.31
3.47
0.00
1.30
2.54
Age
1.07
0.07
0.99
0.02
0.94
1.23
Gender (Male)
1.50
0.12
-2.91
0.00
0.32
0.80
Guardian
1.02
0.21
-1.13
0.02
0.41
1.27
No. of obs
LR chi2(6)
Prob > chi2
Pseudo R2
=
=
=
=
Log likelihood =
-267.0665
95% C.I.
360
113.34
0.0000
0.1750
Table11: Linktest to Table
Values
_hat
_hatsq
Log likelihood =
PGPDA-1303
Coef.
Std. Err.
z
P>z
0.13
0.06
2.40
0.02
0.02
0.24
-0.28
0.54
-0.52
0.61
-1.33
0.77
No. of obs
LR chi2(2)
Prob >chi2
Pseudo R2
=
=
=
=
360
119.46
0.0000
0.1845
-264.00647
95% C.I.
24
Nov. 22
Materialistic Values and Thimphu Adolescents
The overall materialistic values tend to be strongly associated with all three key determinants as
well as the three demographic variables since all of their odds ratios were greater than 1 (Table
10). These findings were further verified by a Linktest (Table 11) whereby _hat was significant
indicating that the model was not mis-specified and that there were no specification errors. The
_hatsq was also insignificant.
4.10. General Discussions
Determinants of Materialistic Values
All in all, Materialistic Values (which also includes Success, Pursuit of Happiness and
Acquisition Centrality) was highly dependent on the influences of the peers of the adolescents,
advertisements and celebrities. These three key determinants affected whether or not adolescents
found it necessary to validate success with material possessions, whether or not they based their
happiness on owning things, and whether or not they placed acquiring possessions to be central
to what they did or wanted to do in the future. Hence all three key determinants used for the
study all contributed to endorsing materialistic values in adolescents. Age, gender as well as
whether or not they were staying with their parents or their guardians in Thimphu also
contributed to adolescents’ developing materialistic values.
However, it was unexpected when the analysis revealed that materialism was not significantly
associated with whether both their parents are working, only one of their parents are working or
if both of their parents are not working. Perhaps this is because once young children enter
puberty, teenagers no longer tend to be strongly influenced by their parents, rather they start to
interact and identify more with their friends (Chen and Prendergast, 2007; Ferle and Chan,
2008; Bindah and Othman, 2012). Hence, irrespective of whether both or one of their parents are
working or not, the adolescents inculcating materialistic values will be more dependent on their
friends – how materialistic are their friends. On the contrary, the fact that whether or not they are
residing with their parents does seem to help the adolescents keep their materialistic values under
control.
Neither did their area of residence (urban/rural -whether they were staying further away from or
closer to central Thimphu) seemed to affect their materialistic values. Why rural/urban
demographic variable did not seem to matter in terms of affecting/shaping the materialistic
values of the young adolescents could be because Thimphu being the capital, development has
PGPDA-1303
25
Nov. 22
Materialistic Values and Thimphu Adolescents
almost reached all corners of Thimphu and it would no longer be of any difference if one stayed
away from or closer to Thimphu).
Age and Materialistic Values:
Age did show to affect the endorsement of materialistic values among adolescents; for the
materialistic values over all, it did seem to affect materialistic values among students. In the
study conducted by Ferle and Chan (2008) among respondents in the same age group in
Singapore, they did conclude that age did play an important role in the development of
materialistic values; this finding among Thimphu adolescents was revealed similar findings as
age did show to significantly influence the overall development of materialistic values, that is,
materialistic values among adolescents seemed to become more and more stronger with age.
Gender and Materialistic Values:
Another surprise finding was the gender factor – that female tend to exhibit stronger/ greater
overall materialistic values. This was further verified with the individual model tests (excluding
the third test of Acquisition Centrality) Success, and Pursuit of Happiness: (a) that female
adolescents in Thimphu were more likely to find it necessary to validate success and
achievement with assets; (b) that female adolescents in Thimphu were more likely to pursue
happiness in/through the possession of material assets. This particular finding begs the question –
Are materialistic values gender sensitive among Thimphu adolescents?
Although the literature that this research has relied upon to develop the conceptual framework
for the research study do not dwell into the gender aspect of materialism (their findings not
showing significance of gender to materialism and materialistic values), the fining reveals that
gender plays an important role in endorsing materialistic values among the adolescents in
Thimphu. There does seem to be gender differences when it comes to materialism – females
most often being more materialistic than men (Dittmar, 2010; Workman & Lee, 2010). Despite
the findings pointing that females are more likely to seek happiness in the accumulation of more
possessions, other research also suggest the consumerist society of this era has led to more and
more women being unhappy (Workman & Lee, 2010; Bunting, 2009).
PGPDA-1303
26
Nov. 22
Materialistic Values and Thimphu Adolescents
Could this explain why many of the stores in the capital seem to display items that usually tend
to target female consumers? Some more studies could be carried out with regard to materialism
and gender.
What they are taught to BELIEVE versus What they really WANT:
An interesting anomaly has also been revealed through the descriptive statistics – that although
many of them did believe that people who had a lot of money were not necessarily happy,
however, 58.3% of the respondents agreed that they would like to have a job that would get them
higher financial incentives in the future and 53.9% of them perceive people owning fancier
things to be a reflection of how successful they are doing in their lives. These contrasting
findings could be as a result of the concept of “Gross National Happiness” being reminded to the
youths time and again – this could (to some extent) explain why many of them believe more
wealth to not necessarily make people happier. But it does not seem to stop these adolescents
from wanting wealth and wanting to own fancier, expensive “worldly possessions”.
Furthermore, the findings can also be translated as the adolescents being confused by what they
are taught and supposed to know in schools and at home, and by the daily factors that they most
associate with – their friends with whom they comply with, the advertisements portraying the
message that having more is good, and the celebrities that they look up to showing them a picture
of a lifestyle filled with comfort and luxury.
Chapter 5
5.1.
Conclusions and Recommendations
Similar to the conclusions/ findings drawn from researches in this field in other nations,
inculcation of materialistic values among students/adolescents in Thimphu also tend to be
affected by peer groups, advertisements, and celebrities as well (as proven in Table 3). This
finding was also further verified with successive model testing by breaking down materialistic
values to Success, Pursuit of Happiness, and Acquisition Centrality (as seen in Table 6, 8, and
10), thus proving the following assumptions to be true among the adolescents of Thimphu:

Adolescents who perceive a higher peer influence will have higher materialistic values.

Adolescents who report a higher level of imitation of celebrities will have higher
materialistic values.
PGPDA-1303
27
Nov. 22
Materialistic Values and Thimphu Adolescents

Adolescents who have a higher level of advertising viewing will have higher materialistic
values.
From the study, it can be concluded that the adolescents in Thimphu are vulnerable to the
advertisements and celebrities and their lifestyles, and the group friends they surround
themselves and associate themselves which then contributes to the endorsements of materialistic
values among them. Moreover, these values of materialism tend to become more and more
strong with age as well. Materialistic values also tend to be controlled for those who are staying
in Thimphu with their parents rather than the staying with their guardians.
Although study was conducted with some constraints, however, it would not be wrong to bring
in light the effectiveness of “Values Education” program in schools – whether they are really
effective in imparting important values to young adolescents. By investing in broader studies in
this field in the country, the Ministry of Education can also look into the need of whether or not
to enhance “Values Education” in the schools. This step could focus on teaching broader values
such as self-contentment which could help adolescents in not becoming too easily awed by the
glamorous lives of the celebrities. Simplifying GNH for the understanding of adolescents could
also be suggested if the government wants the youths to have a more clear cut idea of the concept
of happiness and material well being since the findings also reveal that they tend to be confused
with what is being taught to them and what they actually want for themselves in the future.
Also understanding that the power of peers that young students usually associate strongly with
not only extend to drug/tobacco abuse but also has a significant amount of effect on the kind of
values they inculcate, the schools and their parents can put in some extra effort in teaching and
making them understand that they need not validate every one of their values or interests to their
friends’ approval.
Along with enhancing “Values Education,” the ministry (together with Ministry of Information
and Communication) can introduce visual literacy programs because advertisements and
celebrities also have revealed to play an important role in shaping the mindsets of the students.
Educational and informative program such as these can help them understand to filter whatever
is being shown in television, music videos or the internet.
5.2.
Theoretical Contributions
PGPDA-1303
28
Nov. 22
Materialistic Values and Thimphu Adolescents
Although there have not been much of an in-depth study being carried out on materialistic values
among Bhutanese (except for the GNH survey which encompasses some aspects of materialism),
especially among the young populations, the findings of this particular study which focused on
the adolescents of Thimphu does reveal that the adolescents here, although their levels of
materialistic values is not as high as to cause much of a panic, but they are still a vulnerable
section of the population being easily influenced by their peers/ friends, by the advertisements
and celebrity and their lifestyle. Thus these three factors tend to advocate materialistic values
among the young adolescents in Thimphu.
The findings of this study also probe further questions and studies: Is the vulnerability of our
young adolescents associated with self-esteem? Does self-esteem in some way also affect or
endorse materialistic values among them? Are materialistic values only prominent after they
enter adolescence? Future studies could also focus on the gender aspect of materialism as well as
study materialism among children who have not yet entered adolescence to get a clearer grasp on
where, how and why materialism actually begins.
5.3.
Practical Implications
The study of materialistic values among the young population is important for not only parents
and schools but also for those who are involved in formulating public policies. Studies in this
filed can give us a sense of where we and our young population stand with regard to materialism.
Results reveal that both advertisements as well as their fascination with the celebrities do have
strong hold on shaping materialistic values among adolescents in Thimphu. Banning
advertisements that target the young would not be very practical since most of the ads featured
on television and internet are from outside and may involve many complications. Introducing
visual literacy could also help young adolescents to learn about critically assessing what the
advertisements and celebrities portray. Rethinking “Values Education” program in schools can
be one strategy. Perhaps simplifying GNH for young minds could also be helpful since many of
them seem to be confused with what they think they should know and what they actually want
for themselves when they grow up. Parents, teachers and other adults who interact with them can
also guide adolescents in these matters.
PGPDA-1303
29
Nov. 22
Materialistic Values and Thimphu Adolescents
And for a country that is currently going through an economic situation - higher imports than
exports- largely due to a consumerist driven population, studying materialism among the young
section could prove to be beneficial for positive future implications.
References
Bindah, E. V. and Othman, N. (2012). Impact of peer communication influence on the
development of materialistic values among the young urban adult consumers.
International Business Research. 5 (3). Retrieved on September 15, 2013, from
https://dx.doi.org/10.5539/1br.v5n3p2
Bunting, M. (2009). The narcissism of consumer society has left more women unhappier
than ever. Retrieved on December 11, 2013, from The Guardian.
http://webcache.googleusercontent.com/search?q=cache:PjTECVdqbTkJ:www.theguardian.com/
commentisfree/2009/jul/26/women-wellbeing-unhappiness+&cd=1&hl=en&ct=clnk&gl=bt
Chaplin, L. N. and John, D. R. (2007). Growing up in a material World: Age
differences in materialism in children and adolescents. Journal of Consumer Research. 34.
Retrieved on June 12, 2013, from http://carlsonschool.umn.edu/assets/93681.pdf
Chua, M. (2008). The Pursuit of Happiness: Issues facing Bhutanese youths and the challenges posed to
Gross
National
Happiness.
Retrieved
on
June
14,
2013,
from,
http://www.isas.nus.edu.sg/Attachments/ResearchAttachment/Report%20%20Melissa%20(13%20Aug%2008).pdf
Collins, S. (2012). Tradition, Development, and Change in Bhutan. Proceedings of the
National Conference on Undergraduate Research. Retrieved on June 11, 2013, from
http://www.ncurproceedings.org/ojs/index.php/NCUR2012/article/.../184
Craig, C. (n.d.). Materialism. Centre for Confidence and Wellbeing: Working for Social and
Cultural
Change.
Retrieved
on
September
15,
2013,
from
http://www.centreforconfidence.co.uk/flourishing-lives.php?p=cGlkPTE4OCZpZD0xNTcw
PGPDA-1303
30
Nov. 22
Materialistic Values and Thimphu Adolescents
Denise D. Schoenbachler, D. D., Ayers, D. J. and Gordon, G. L. (2004). Consumption
symbolism: a consumer socialization perspective. Retrieved on June 11, 2013, from
http://www.sbaer.uca.edu/research/swma/1995/pdf/10.pdf
Dittmar, H. (2010). Compulsive buying – A growing concern? An examination of gender,
age, and endorsement of materialistic values as predictors. British Journal of
Psychology.
96
(4).
Retrieved
on
December
11,
2013
from
http://onlinelibrary.wiley.com/doi/10.1348/000712605X53533/abstract;jsessionid=A498734A1B
8F5FA35739BE1F92247EA6.f04t01?deniedAccessCustomisedMessage=&userIsAuthenticated=fals
e
Dorji, L. and Kinga, S. (2005). Youth in Bhutan: Education, Employment, Development.
Thimphu: Centre for Bhutan Studies
Goldberg, M. E., Gorn, G. J., Peracchio, L. A. and Bamossy, G. (2003). Understanding
materialism among youth. Journal of Consumer Psychology. 13 (3). pp. 278-288.
Gorp, J. V. (2007). The Materialistic part of me: Linking teenagers’ identity and materialistic
attitudes. Consumption research network. Retrieved on june 16, 2013, from
http://www.esa-consumption.org/paper/vangorp.pdf
Langfield, A. (2013). Study says today’s youths more materialistic and less likely to wolrk
hard. CNBC. Retrieved on September 24, 2013, from
http://www.today.com/money/todays-teens-more-materialistic-less-likely-workhard-study-says-6C9733988
Kasser, T. (2002). The High Price of Materialsim. Retrieved on 12th June, 2013 from
http://books.google.bt/books/about/The_High_Price_of_Materialism.html?id=2ekg2
25NTSwC&redir_esc=y
Kara Chan and Gerard Prendergast . (2007). Materialism and social comparison among
Adolescents. Social Behavior and Personality. 35(2). 213-228. Retrieved on june 12, 2013,
form http://www.coms.hkbu.edu.hk/web-COMS/research/files/kara/5/5.pdf
PGPDA-1303
31
Nov. 22
Materialistic Values and Thimphu Adolescents
Kuo, C. (n.d.). The Acquisition of Consumer Skills and Materialism in Adolescents: A CrossCultural
Comaprison.
Retrieved
on
June
14,
2013,
from
http://www.adjournal.nccu.edu.tw/pdf/001-3.pdf
McDonald, R. (2004). Television, Materialism and Culture: An Exploration of Imported
Media and its Implications for GNH. The Journal of Bhutan Studies. 11. 68-89. Retrieved on
June
15,
2013,
from
http://www.bhutan2008.bt/ndlb/typescripts/238/JBS_11_04.pdf
Parker, R. S., Haytko, D. and Hermans, C. (2010). The perception of materialism in a global
market: A comparison of younger Chinese and United States consumers. Journal of
International Business and Cultural Studies. 8. Retrieved on June 14, 2013, from
http://www.aabri.com/manuscripts/09148.pdf
Polak, E. L. and McCollough, M.E. (2006). Is materialism an alternative to materialism.
Journal of Happiness Studies. 7. 343–360. Retrieved on June 12th, 2013, from
http://www.psy.miami.edu/faculty/mmccullough/Papers/gratitude_materialism.pd
f
Reuters, T. Teenagers do grow more materialistic: A study. Reuters Lifestyle. Retrieved on
September 26, 2013, from http://www.reuters.com/article/2007/01/16/us-lifematerialism-idUSN1620879220070116
Richins, M. L., and Dawson, S. (1992). A consumer values orientation for materialism and its
measurement: Scale development and validation. Journal of Consumer Research. 19.
303-316.
Retrieved
on
June
12,
2013,
from
http://psycnet.apa.org/index.cfm?fa=search.displayRecord&UID=1993-16069-001
Rindfleisch, A., Wong, N. and Burroughs, J. E. (2004). Family structure, materiliasm and
compulsive consumption. Journal of Consumer Research. 23 (March). 312-325.
Retrieved
on
June
17,
2013,
from
http://www.tuchemnitz.de/wirtschaft/veranstaltungen/upload/84.pdf
Thinley, C. (2013). All for inclusive, fair and equitable modernization. Bhutan Observer.
March 14, 2013. Retrieved on September 15, 2013, from
http://bhutanobserver.bt/326-bo-news-aboutall_for_inclusive_fair_and_equitable_modernisation.aspx
PGPDA-1303
32
Nov. 22
Materialistic Values and Thimphu Adolescents
Twenge, J. M. (2006). Generation Me: Why Today's Young Americans Are More Confident,
Assertive, Entitled -- and More Miserable Than Ever Before. Retrieved on September
22, 2013, from
http://books.google.bt/books/about/Generation_Me.html?id=tV4M1hpG3wC&redir_esc=y
University of Sussex. (2013). Children's materialistic and appearance ideals and motives:
Scale validation study. The Children’s Consumer Culture Project. Retrieved on
September 25, 2013, from
http://www.sussex.ac.uk/psychology/consumercultureproject/research/scalevalida
tion
Wangyel, T. (2001). Ensuring social sustainability: can Bhutan's education system ensure
intergenerational transmission of values? The Journal of Bhutan Studies. 3(1).
Retrieved
on
May
21st,
2013,
from
http://www.bhutanstudies.org.bt/pubFiles/4.education.pdf
Workman, J. E. and Lee, S. H. (2010). Materialism, fashion consumers and gender: A crosscultural study. International Journal of Consumer Studies. 35 (1). Retrieved on
December
11,
2013
from
http://onlinelibrary.wiley.com/doi/10.1111/j.14706431.2010.00935.x/abstract?deniedAccessCustomisedMessage=&userIsAuthenticated=false
PGPDA-1303
33
Nov. 22
Materialistic Values and Thimphu Adolescents
APPENDIX I
All questions will be evaluated on a 5 point Likert scale: Strongly Agree= 5; Agree= 4;
Neutral=3; Disagree= 2; Strongly Disagree= 1
Success
 I admire people who own expensive homes, cars, and clothes.
 Some of the most important achievements include acquiring material possessions.
 I believe that the things people own say a lot about how well they are doing in their lives.
 I would like to own things that impress people.
 I do not pay much attention to the material objects other people own.*
Pursuit of Happiness
 I have all the things I really need to enjoy life.*
 My life would be better if I owned certain things I don't have.
 I wouldn't be any happier if I owned nicer things.*
 I would be happier if I could afford to buy more things.
 It sometimes bothers me quite a bit that I can't afford to buy all the things I like.
Acquisition Centrality
 I usually buy only the things I need.*
 When I grow up, I would like to try to keep my life simple, as far as possessions are concerned.*
 The things I own aren't all that important to me.*
 I have fun thinking of all the things I own.
 Buying things gives me a lot of pleasure.
 I would like it very much if I could afford a lot of luxury in my life.
 I put less emphasis on material things than most people I know.*
PGPDA-1303
34
Adapted from Richins and Dawson’s Materialism Value
Scale (MVS) (1992) and Youth Materialism Scale (YMS) by
Michelle Leigh Poole (2008)
 I don't place much emphasis on the amount of material objects people own as a sign of success.*
Nov. 22
Materialistic Values and Thimphu Adolescents
Peer Influence on Buying Habits:
 My friend and I talk about buying things.
 My friend and I learn from each other about buying things.
Adapted from Moschis and
Moore (1979)
 My friend and I trust each other about buying things.
 I like to buy things my friends have.
 My friend and I prefer dressing according to fashion
Influences from Advertisements
 Advertisements are an important source of information about what I should buy.
 When I watch commercials, I usually want what is shown.
Celebrity Attachments:
 Television programs and music videos, celebrities are an important source of information about
fashion and being attractive.
 I like to wear and have things that celebrities have.
 I wish I could have the lifestyle of the celebrities
 I compare myself and my life to those who are on TV.
Materialism (adapted from MVS and YMS)
 Most people who have a lot of money are happier than most people who have only a little
money.
 When I grow up, I would like to have a job that gets me a lot of money.
 Money isn't everything.*
 Having nicer things are important, but school is more important.*
 I don't care whether my clothes have a designer label on them.*
(Questions marked with * indicate that disagreement will only indicate higher materialism)
PGPDA-1303
35
Adapted from SATAQ-3
 Advertisements are an important source of information about fashion and being attractive.
Nov. 22
Materialistic Values and Thimphu Adolescents
APPENDIX II
Questionnaire Sample Prior to Pilot Test
ROYAL INSTITUTE OF MANAGEMENT
SEMTOKHA: THIMPHU
Dear Respondent,
This research study on “Materialistic Values and Urban Adolescents: Materialistic Tendencies among the
Adolescents of Thimphu” is entailed for the partial academic fulfillment for Post-Graduate Diploma in
Public Administration course, 2013. The study is carried out with the objective to explore the extent of
materialistic values among young students in urban Thimphu through variables.
I would like to thank you for your kind cooperation in taking the time to fill up the questionnaire. I would
also like to assure you that all information provided by you will be kept confidential and will be deduced
to aggregates in the final paper.
Thanking you,
Dechen Dema
([email protected])
Instructions:
 All questions are on a 5-point likert scale (Strongly Agree, Agree, Neutral, Disagree,
and Strongly Disagree).
 Please give a tick mark ( ) on whichever option you agree with beside each question.
1. Gender: Male
Female
2. Age: ____ years old
3. Class:
PGPDA-1303
4. School:
36
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No.
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
Questions
i
I admire people who own expensive
homes, cars, and clothes.
ii
Some of the most important
achievements include acquiring
material possessions.
iii
I don't place much emphasis on the
amount of material objects people
own as a sign of success
iv
I believe that the things people own
say a lot about how well they are
doing in their lives.
v
I would like to own things that
impress people.
vi
I do not pay much attention to the
material objects other people own.
vii
I have all the things I really need to
enjoy life.
viii
My life would be better if I owned
certain things I don't have.
ix
I wouldn't be any happier if I owned
nicer things.
x
I would be happier if I could afford
to buy more things.
PGPDA-1303
37
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No.
Questions
xi
It sometimes bothers me quite a bit
that I can't afford to buy all the
things I like.
xii
I usually buy only the things I need.
xiii
When I grow up, I would like to try
to keep my life simple, as far as
possessions are concerned
xiv
The things I own aren't all that
important to me.
xv
I have fun thinking of all the things
I own.
xvi
Buying things gives me a lot of
pleasure.
xvii
I would like it very much if I could
afford a lot of luxury in my life.
xviii
I put less emphasis on material
things than most people I know.
xix
My friend and I talk about buying
things.
xx
My friend and I learn from each
other about buying things.
xxi
My friend and I trust each other
about buying things.
PGPDA-1303
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
38
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No.
Questions
xxii
I like to buy things my friends
have.
xxiii
My friend and I prefer dressing
according to fashion.
xxiv
Advertisements are an important
source of information about
fashion and being attractive.
xxv
Advertisements are an important
source of information about what I
should buy.
xxvi
When I watch commercials, I
usually want what is shown.
xxvii
Television programs and music
videos, celebrities are an
important source of information
about fashion and being attractive.
xxviii
I like to wear and have things that
celebrities have.
xxix
I wish I could have the lifestyle of
the celebrities.
xxx
I compare myself and my life to
those who are on TV.
xxxi
xxxii
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
Most people who have a lot of
money are happier than most
people who have only a little
money.
When I grow up, I would like to
have a job that gets me a lot of
money.
PGPDA-1303
39
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No.
Questions
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
xxxiii Money isn't everything.
xxxiv
Having nicer things are important,
but school is more important.
xxxv
I don't care whether my clothes
have a designer label on them.
Thank You!!!
PGPDA-1303
40
Nov. 22
Materialistic Values and Thimphu Adolescents
APPENDIX III
Questionnaire Sample for the Survey
ROYAL INSTITUTE OF MANAGEMENT
SEMTOKHA: THIMPHU
Dear Respondent,
This research study on “Materialistic Values and Urban Adolescents: Materialistic Tendencies among the
Adolescents of Thimphu” is entailed for the partial academic fulfillment for Post-Graduate Diploma in
Public Administration course, 2013. The study is carried out with the objective to explore the extent of
materialistic values among young students in urban Thimphu through variables.
I would like to thank you for your kind cooperation in taking the time to fill up the questionnaire. I would
also like to assure you that all information provided by you will be kept confidential and will be deduced
to aggregates in the final paper.
Thanking you,
Dechen Dema
([email protected])
Instructions:
 All questions are on a 5-point likert scale (Strongly Agree, Agree, Neutral, Disagree,
and Strongly Disagree).
 Please give a tick mark ( ) on whichever option you agree with beside each question.
1. Current Area of Residence:
2. Currently residing with:
3. Brief Parental Detail:
Both Parents Working
One Parent Working
Both parents not Working
(Working parent(s) implies that parent(s) are working in governmental organizations/cooperations/private
agencies/ businesses)
4. Gender: Male
6. Class:
PGPDA-1303
Female
5. Age: ____ years old
7. School:
41
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No
.
Questions
i
I admire people who own expensive
homes, cars, and clothes.
ii
Some of the most important
achievements include acquiring
material possessions.
iii
I believe that the things people own
say a lot about how well they are
doing in their lives.
iv
I would like to own things that
impress people.
v
When I grow up, I would like to have
a job that gets me a lot of money.
vi
I have all the things I really need to
enjoy life.
vii
My life would be better if I owned
certain things I don't have.
viii
I would be happier if I could afford
to buy more things.
ix
It sometimes bothers me quite a bit
that I can't afford to buy all the
things I like.
PGPDA-1303
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
42
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No.
Questions
x
Most people who have a lot of
money are happier than most people
who have only a little money.
xi
The things I own aren't all that
important to me.
xii
I have fun thinking of all the things
I own.
xiii
Buying things gives me a lot of
pleasure.
xiv
I would like it very much if I could
afford a lot of luxury in my life.
xv
My friend and I talk about buying
things.
xvi
My friend and I learn from each
other about buying things.
xvii
My friend and I trust each other
about buying things.
PGPDA-1303
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
43
Nov. 22
Materialistic Values and Thimphu Adolescents
Sl.
No.
Questions
xviii
I like to buy things my friends
have.
xix
My friend and I prefer dressing
according to fashion.
xx
Advertisements are an important
source of information about
fashion and being attractive.
xxi
Advertisements are an important
source of information about what I
should buy.
xxii
When I watch commercials, I
usually want what is shown.
xxiii
Television programs and music
videos, celebrities are an
important source of information
about fashion and being attractive.
xxiv
I like to wear and have things that
celebrities have.
xxv
I wish I could have the lifestyle of
the celebrities.
xxvi
I compare myself and my life to
those who are on TV.
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
(5)
(4)
(3)
(2)
(1)
Thank You!!!
PGPDA-1303
44