Kolańska-Stronka Magdalena, Gorbaniuk Oleg
Institute of Psychology, University of Zielona Góra, Zielona Góra, Poland.
Institute of Psychology, John Paul II Catholic University of Lublin, Lublin, Poland.
Curr Issues Personal Psychol. 2022 Feb 10;10(1):39-48. doi: 10.5114/cipp.2021.110060. eCollection 2022.
Contemporary adolescents, also known as Generation Z, are an important group of consumers due to the role they play in today's economy. The present study investigates the relationship between materialism and brand engagement in self-concept (BESC) and whether conspicuous consumption is a mediator of this relationship in early, middle, and late adolescence.
The participants were 581 students from Poland, aged 13 to 17 ( = 15 years, = 1.42); 51.6% of them were girls. Data were gathered using a demographic information form, the Youth Materialism Scale, the Conspicuous Consumption Scale, and a BESC Scale, completed during personal interviews.
The study indicated an association of higher materialism and higher conspicuous consumption with a higher level of BESC, where conspicuous consumption acts as a mediator of the correlation between materialism and BESC. Age also moderates this mediation, i.e., the older the teenagers are, the weaker is the analyzed mediation effect.
The research is part of an essential step in understanding the mechanism of BESC by testing a moderated mediation model in teenagers.
当代青少年，也被称为Z世代，由于他们在当今经济中所起的作用，是一个重要的消费者群体。本研究调查了物质主义与自我概念中的品牌参与度（BESC）之间的关系，以及炫耀性消费是否是这种关系在青少年早期、中期和晚期的一个中介变量。
参与者为581名来自波兰的学生，年龄在13至17岁之间（平均年龄 = 15岁，标准差 = 1.42）；其中51.6%为女生。数据通过在个人访谈期间完成的人口统计学信息表、青少年物质主义量表、炫耀性消费量表和BESC量表收集。
研究表明，较高的物质主义和较高的炫耀性消费与较高水平的BESC相关联，其中炫耀性消费充当物质主义与BESC之间相关性的中介变量。年龄也调节这种中介作用，即青少年年龄越大，所分析的中介效应越弱。
该研究是通过在青少年中测试一个有调节的中介模型来理解BESC机制这一重要步骤的一部分。
