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In the last decade, the scope of consumer research has been expanded beyond choice and decision‐making to include various behaviour parameters like the meanings of possession and materialism but that should be studied in the background of cultural differences. Consumer behaviour has been found to be affected by regional differences that come out of various geographic, topological and cultural factors including values, motives and lifestyle. These give rise to distinct subcultures and can be an important determinant of both consumption and non‐consumption behaviours. India being highly diversified, the differences in geographic subculture are hypothesised to be significant. Accordingly this present study extends the current literature and explores the interaction among cultural adherence, materialism, preacquisition dream propensity and pre‐purchase "wish list" all of which are hypothesised to be actually reflecting the influence of regional differences. The degree of materialism was found to be significantly correlated with the intensity of cultural adherence. Regional differences and cultural adherence, as a whole, was also found to be significantly related to materialism and prepurchase dreaming propensity. An interesting perspective was revealed from the content analysis of wish list. Implications of the findings for the study of materialism are also discussed.

Marketization: Exploring the History and Geographic Expansion of Markets and Market Ideology -- Commodification as an Aspect of Marketization -- The Nature of Modern Marketization -- Stories from communist and capitalist Poland: Polish people on life values under marketization -- Temple Complexes as Neoliberal Marketscapes of Religion -- The Missing Market Orientation in the Market-Based Livelihood Programmes: A Case of Right Diagnosis but Wrong Pills -- Fair and ethical engagement of marginalized marketplace participants: The integrative justice model and Paryavaran Mitra, an organization working with ragpicking women in India -- Alternative to Marketization of Food and Its Implications for Quality of Life: Evidence from an Emerging Economy -- Chinese Marketization and Identity Project -- Commodification of Pilgrimage: The Pakistani Hajj Industry & Its Subalternalization Effects -- Celebrating Special Days in a Muslim Postmodern Society: Exploring Gift-Giving Tendencies of the New Middle Class Consumers in Turkey -- Epidemic Growth of Clinical Depression: Is Marketization a Cause or Consequence? -- Stigmatized Market in a Poor Economy -- A Sustainable Development View of Chile -- Marketization of International Volunteering: A critical postcolonial visual analysis of the Volunteer Tourism marketplace -- Selling Hope: Marketing and Religion in Freedom -- Exploring the Consumption Psychology of Indian Consumers: Tales of Materialism and Sustainability Consumption Experiences in a Marketized India -- A Macro marketing view of Location Based Services: a UK perspective -- Towards the Meaning Creation of Ethnonationalist Consumerism: Market, Nation and Ethnicity.

AbstractIn this paper individual differences in conspicuous tendencies are examined. A new definition of the construct is proposed and, through critical evaluation of the extant literature, the need for a proper scale is posited. Then an extensive exercise is taken up to develop and validate the scale. The 11‐item scale is found to be uni‐dimensional, to have a factor structure that is generalisable across student and non‐student samples, and has acceptable internal and test–retest reliabilities. The scale's validity is attested to by its theoretically tenable relationships with other personality measures. Copyright © 2011 John Wiley & Sons, Ltd.

AbstractAnti‐consumption behaviours are frequently seen as an effective way for an individual to mitigate harm done to the natural world and foster sustainability. Despite explicit calls to investigate the drivers of anti‐consumption behaviours, the effect of cultural values on anti‐consumption remains under‐researched. Our research examines the influence of two antecedents, cultural values (individualism and collectivism), and self‐efficacy on anti‐consumption behaviours in an emerging country setting. Our results indicate that cultural values influence anti‐consumption behaviours. Consistent with our expectations, we found that collectivistic values positively influenced anti‐consumption behaviours. This relationship remained valid across anti‐consumption behaviours, such as voluntary simplicity and brand avoidance. Furthermore, beyond our initial expectation, this study demonstrated a positive indirect relationship between individualism and anti‐consumption, which is activated through the self‐efficacy pathway. These findings suggest that approaches for managing anti‐consumption behaviour do not work equally well in all cultures, and that managers may need to fine‐tune their international marketing strategies to ensure their effectiveness.