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• Provide a lay summary of the project
This project examines the role of cultural orientation on individual materialism. We propose to prime four cultural orientations (horizontal individualism, vertical individualism, horizontal collectivism, vertical collectivism) and then assess materialism via scales and choices. We expect people primed for vertical individualism is most positively related to the level of materialism and horizontal collectivism the most negatively related to the level of materialism.

• Description of the project: Outline in lay language the theoretical, empirical and/or conceptual basis, background evidence for the research proposal with reference to the relevant literature (include at least four research citations). Note, that your study should be “ based on a thorough study of the current literature, as well as previous studies" (NS 1.1 c)”

The importance of cross-cultural differences on materialism has been recognised in some early work on materialism in marketing (Ger and Belk, 1996, 1999). Yet, relatively little research has explored the link between cultural orientation and materialism. Past research suggests that materialism is positively correlated with individualism and negatively correlated with collectivism (Wong, 1997; Clarke and Micken, 2002). Triandis and colleagues (e.g., Singelis et al., 1995; Triandis and Gelfand, 1998) have developed the conceptualisation of cultural orientations by distinguishing the vertical and horizontal aspects of individualist and collectivist cultures, which breaks the traditional two-group model into four groups (Vertical Individualists, Vertical Collectivist, Horizontal Individualists, and Horizontal Collectivists). We expect the inclusion of the vertical-horizont...

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...ill be randomly assigned to one scenario. They will be asked to read through and then be forced to write for 2 minutes on 1) how are you similar to Chris and 2) how would you wish to be more like Chris.

To measure the level of materialism, we will provide participants with product descriptions and images (may include Amazon-style customer reviews) of items that are high brand, low brand, look expensive, look cheap and ask how much they are willing to pay for this product, indicated on a sliding scale. Products to be chosen for the measurement: pens, cars, phones and tablet computers, umbrellas, USB stick, luggage. These subjects are commonly possessed and are comparatively gender-neutral. The purpose it to test if those primed for VI would like to pay more for prestigious brand name (reflected the success subscale of materialism), and HC the other way round.

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