materialism, quality of life & financial planning tim kasser, ph.d
TRANSCRIPT
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Materialism, Quality of Life & Financial Planning
Tim Kasser, Ph.D.
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Political Discourse
• “…the American people have got to go about their business. We cannot let the terrorists achieve the objective of frightening our nation to the point where we don’t conduct business, where people don’t shop” (reported in The New York Times, October 12, 2001)
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Materialism’s allure
• The percentage of incoming American First-year college students reporting it is “very important” or “essential” to be “financially well-off”:
• 42% in the mid 1960s
• 75% in the mid 2000s
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Messages of Materialism
• Can purchase happiness
• Important to work and consume
• Life is meaningful and people are successful to the extent they have money, possessions, and the right image
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Is this true?
• Psychological costs
• Social costs
• Ecological costs
• Financial costs
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Measuring Materialism
• Survey methods (e.g., Belk, 1985, Richins & Dawson, 1992)
• Rate agreement with statements• Sample Items
– My life would be better if I owned certain things I don’t have.
– I like to own things that impress people.– I like a lot of luxury in my life.– I would rather buy something I need than borrow it from
someone else.
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Measuring Materialism
• Values strategy (e.g., Kasser & Ryan, 1993, 1996)• Rate many goals, guiding principles, (e.g., family,
spirituality, fun, etc.)• Sample materialistic items
• You will have a job that pays well• You will have many expensive possessions• You will achieve the “look” you’ve been after• You will be admired by many people
• Examine relative importance of goals• All of us are somewhat materialistic
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Happiness
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Diminished HappinessKasser & Ryan, 1993, 1996, 2001; Sheldon & Kasser, 1995, 1998, 2001
• Higher:– Anxiety
– Depression
– Physical Symptoms
– Unpleasant emotions
– Drug & Alcohol Use
• Lower– Self-actualization
– Vitality
– Life Satisfaction
– Pleasant Emotions
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Found in many samples
• Types of people– Middle & High School
students
– College Students
– Adults
– Business People
• Countries– Australia – Denmark– Germany– Hungary – India – Russia– Singapore – S. Korea– United Kingdom
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Social Behavior
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Social Behavior
• Care less about:– Being helpful and loyal– Mature love and true friendship– Social justice and equality– Schwartz (1996)
• More manipulative and competitive– McHoskey (1999); Sheldon et al., (2000)
• Less pro-social and more anti-social behavior– Cohen & Cohen (1996); Kasser & Ryan (1993);
McHoskey (1999)
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Social Behavior - PrimingVohs et al. (2006)
• Unscramble sentences• Control sentence: “cold it desk outside is”• Money sentence: “high a salary desk paying”
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Social Behavior - PrimingVohs et al. (2006)
• Unscramble sentences• Control sentence: “it is cold outside”• Money sentence: “a high paying salary”
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Time spent helping
0
20
40
60
80
100
120
140
160
Time spent helping
MoneyNo Money
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# Pencils Gathered
17
17.5
18
18.5
19
19.5
20
# Pencils gathered
MoneyNo Money
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Ecological Behavior
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Ecological Outcomes
• Care less about the environment– Saunders & Munro (2000); Schwartz (1994)
• Fewer pro-environmental behaviors– Brown & Kasser (2005); Gatersleben et al. (in prep);
Kasser (2005); Richins & Dawson (1992)
• More greed and consumption in resource-dilemma games– Kasser & Sheldon (2000); Sheldon & McGregor (2000)
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Ecological Footprint
• Number of acres people use to support their lifestyle
• Transportation, food, housing
• Brown & Kasser (2005)– Higher materialism, higher Ecological
Footprint
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Financial Behavior
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Financial Behavior
• Three options for money– Spend– Save– Share
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Spending(Richins & Dawson, 1992)
• If imagine a $20,000 windfall, high materialists spend $3,445 on buying for self vs. $1,106 for low materialists
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Spending(Kasser et al. 2009)
• In 92 adults, materialism associated with habits of:
- using cash card,
- going shopping to lift spirits
- spending money one doesn’t have
- buying because of the brand
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Spending(Brown, Kasser et al., 2009)
• 83 adults kept track of all spending behaviors >$5 for 3 weeks
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Spending(Brown, Kasser et al., 2009)
• 83 adults kept track of all spending behaviors >$5 for 3 weeks
• Controlling for income, materialism associated with
- More frequent discretionary purchases
- More $ spent on necessary purchases
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Saving(Kasser, 2005)
• In sample of 206 adolescents, materialism associated with saving less of imaginary $100 windfall
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Saving(Kasser et al., 2009)
• In sample of 92 adults, materialism associated with:
- Less thrifty personality
- Losing sleep thinking about $
- Not following budget
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Sharing(Richins & Dawson, 1992)
• Imaginary windfall of $20K, high materialists give away $1822 vs. $4413 for low materialists
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Sharing(Vohs et al. 2006)
• Unscramble money vs. neutral sentences
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Sharing(Vohs et al. 2006)
• Unscramble money vs. neutral sentences
• Gave subject $2 in quarters
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Sharing(Vohs et al. 2006)
• Unscramble money vs. neutral sentences
• Gave subject $2 in quarters
• Asked for donation to University Student Fund
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Amount Donated
0
0.2
0.4
0.6
0.8
1
1.2
1.4
Monetary Donation
MoneyNo Money
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Two-fold Strategy
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Two-fold Strategy
Materialism
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Two-fold Strategy
MaterialismCauses
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Two-fold Strategy
MaterialismCauses
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Two-fold Strategy
MaterialismCauses HealthyValues
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Two-fold Strategy
Material-ism
Causes HealthyValues
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Causes of Materialism(Kasser et al. 2004)
• Social Modeling– Higher if friends, parents, peers care– Higher if more television– Higher if live under neo-liberalism
• Insecurity– Higher if cold parenting, divorce– Higher if poverty– Higher if thinking of death
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Healthy ValuesGrouzet, Kasser et al. (2005)
• Assessed aspirations in 11 domains– e.g., Spirituality, Hedonism, Affiliation, Health,
etc.
• >1800 College students in 15 nations
• Circular Stochastic Modeling– Adjacent goals are consistent– Opposing goals are conflictual
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Self-transcendence
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
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Self-transcendence
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
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Self-transcendence
Physical self
Extrinsic Intrinsic
Spirituality
Community
Affiliation
Self-acceptance
Physical health
SafetyHedonism
Financialsuccess
Image
Popularity
Conformity
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Intrinsic ValuesKasser & Ryan (1996)
• Self-acceptance“I will follow my interests and curiosity where
they take me.”
• Affiliation“I will express my love for special people.”
• Community Feeling“I will help the world become a better place.”
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Happiness
• More happiness• More life satisfaction• Higher vitality• Less depression• Less anxiety• Fewer physical
symptoms
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Social Behavior
• More prosocial behavior
• More empathy• More cooperation• Less antisocial
behavior
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Ecological Behavior
• More environmentally friendly behaviors
• Lower Ecological Footprint
• Less consumption in forest dilemma game
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Two-fold Strategy
Material-ism
Causes HealthyValues
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Avenues for Change
• Conversations with clients
- Responses to Insecurity
- Voluntary Simplicity
• Policy changes
- Advertising
- Indicators of Progress
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Insecurity
• Studies show feeling insecure can drive materialistic behaviors
- past experiences with family
- economic insecurities
- worries about death
- hunger
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Insecurity - Directions
• Financial planners often see clients during periods of transition & insecurity
• Opportunity for “Post-traumatic growth” and helping clients create a new life narrative focused around intrinsic values
• Savings promotes security
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Voluntary Simplicity
• Rejection of work-spend lifestyle
• Instead focus on “inward riches” of caring about personal growth, family, volunteer activity, and ecology (Elgin, 1993)
• Brown & Kasser (2005) compared 200 VSrs with 200 mainstream U.S. citizens
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VS Lifestyle
High
Well-being
Ecologically
Responsible
Behaviors
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VS Lifestyle
High Intrinsic &
Low Extrinsic Values
High
Well-being
Ecologically
Responsible
Behaviors
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Voluntary Simplicity - Directions
• Explore ideas about happiness and values, and about what “affluence” really means
• Introduce established VS programs– Your Money or Your Life– Simplicity Circles
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Advertising
• Designed to promote consumerism• Often creates feelings of insecurity• Presence everywhere promotes social norm
that consumerism is good• Exposure via TV associated with higher
levels of materialism (Kasser et al., 2009; Schor, 2004; Sirgy et al., 1998)
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Advertising -Directions
• Remove ads from public places
• Ban advertising to children
• Tax advertising as a form of pollution
• Use revenue to promote intrinsic values
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National Indicators of Progress
• Currently Gross Domestic Product is dominant• But GDP has many problems• Alternative indicators include metrics of intrinsic
values in computation• Examples:
– National Well-being – Bhutan’s Gross National Happiness– Happy Planet Index– Genuine Progress Indicator
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Gross Domestic Product vs. Genuine Progress Indicator
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Gross Domestic Product vs. Genuine Progress Indicator
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National Indicators - Directions
• Adopt Alternative Indicators
• Hopefully, citizens will recognize that increases in GDP ≠increases in Quality of Life
• Thus, new policies will be developed
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Summary
• Materialism associated with lower quality of life
• Can reduce materialism by
- Removing causes
- Promoting healthier values
• Financial planners can contribute