ROLE OF PERCEIVED NORMS IN MATERIALISM AMONG ADOLESCENTS

Abstract

There is widespread consensus in the literature as to the interrelations between parents and peers communication and adolescents’ materialism. The field of study however entails models that fling light on the channels of influence existing among these variables. The main objectives of the present study is to assess the direct and indirect effect of adolescents’ perceived friends’ materialism on their materialistic values through susceptibility to peer influence. Besides that moderating role of socioeconomic status and adolescents’ perceived parents’ materialism on indirect relationship of perceived friends’ materialism and adolescents’ materialism was highlighted in current study. This framework was tested with survey data of 400 adolescents having age range 18-24 years in Pakistan. Results indicated that adolescents’ perceived friend’s materialism was both directly and indirectly associated with their inclination towards materialistic values. This indirect effect was moderated by both socioeconomic status and adolescents’ perceived parents’ materialism.