Product status signaling as mediator between materialism and product satisfaction of saudis and Malaysians

Norizan Mohd Kassim, Naima Bogari, Najah Salamah, Mohamed Zain*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

We investigated the mediating role of product status signaling in the relationship between materialism and product satisfaction of Saudi and Malaysian adults. We performed structural equation modeling to analyze data from 894 Generations X and Y participants in Malaysia and Saudi Arabia, who responded to a self-administered survey. Contrary to previous research findings both from Malaysia, and from North American and other Western-culture samples, there were positive significant direct effects of materialism on product satisfaction for consumers in both countries. The results of the mediating effect (materialistic values → product status signaling → product satisfaction) indicated that, for Saudis, the effect was positive and moderate in strength, whereas for Malaysians, the effect was positive and strong. The overall results showed that product status signaling acted as a partial mediator in the relationship between materialistic values and product satisfaction. On the basis of these results, it is important for marketers to understand that both Malaysian and Saudi consumers—Saudis in particular—tend to rely, and focus, on the symbolic meanings attached to products that will only be successfully communicated if the symbolism in the product is socially and visibly recognized by these consumers. Suggestions for future research are offered.

Original languageEnglish
Pages (from-to)973-986
Number of pages14
JournalSocial Behavior and Personality
Volume44
Issue number6
DOIs
Publication statusPublished - Jul 2016
Externally publishedYes

Keywords

  • Consumers
  • Malaysia
  • Materialism
  • Product satisfaction
  • Product status signaling
  • Saudi Arabia

ASJC Scopus subject areas

  • Social Psychology

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