MATERIALISM AND COLLECTIVISM 6
Collective materialism is greatly driven by the desire to belong to a certain human value.
For instance most of the consumer’s judge materialistic goods not only on the basis of
expectation but also on the desire of wanting to impress how other individuals will evaluate the
goods. The presence of other individuals results to the activation of impression management
concerns. The collectivism materialism is greatly driven by collective cultures. Most of the
collective cultures are greatly characterized with social bonds and certain interpersonal
relationships such as family, colleagues and friends (Awanis, Schlegelmilch & Cui, 2017). In
most of the collectivist cultures, interpersonal collective values that place great emphasis on
harmonious relationships that act in compliance to traditions and social conformity are greatly
desired. Such group orientation indicates the reduced attention that is placed on individuals that
are outside these groups. In an individualistic culture, collectiveness is portrayed in terms of
shared social bands based on emotional perspective, common interest and spiritual alignment
(Awanis, Schlegelmilch & Cui, 2017).
Materialism is therefore greatly driven by collective oriented interest and goals. Most of
the individuals that are highly materialistic, indicate a great desire towards consumption and
acquisition based on their beliefs. For instance selection of schools by parents for their children
may be based on social aspects such as reputation over measures such as the cost of the academic
institution. Similarly individuals may spend a great amount on various objects as a social
investment that is passed from one generation to the other. Collective materialism is greatly
driven by the possession of objects as an aspect of granting status to an individual and others.
The ideology of the collective approach varies differently among various cultures thus
different cultures have different aspects of collective oriented values. The interpretation of