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Materialism and Its Influence on the Subjective Quality of Life of Brazilian Adolescents

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Materialism and Its Influence on the Subjective Quality of Life of Brazilian Adolescents Estudios Gerenciales vol. 34, N° 148, 2018, 251-261 Research article Materialism and its influence on the subjective quality of life of Brazilian adolescents Janine Silva Nascimento Cunha Researcher, Center for the Applied Social Sciences, Faculty of Management, Federal University of Paraíba, João Pessoa, Brazil. Nelsio Rodrigues de Abreu* Researcher, Center for the Applied Social Sciences, Faculty of Management, Federal University of Paraíba, João Pessoa, Brazil. [email protected] João Agnaldo do Nascimento Researcher, Center of Exact Science and Nature, Faculty of Statistic, Federal University of Paraíba, João Pessoa, Brazil. Abstract The main objective of this study was to analyze the influence of materialism on adolescents’ subjective quality of life. For the empirical research, 705 questionnaires were applied in public and private schools in the city of João Pessoa (Brazil), resulting 667 valid responses of adolescents between 12 and 18 years of age, mostly women and from private schools. The sampling was by conglomerates and the analysis of the data was quantitative. From the results, it was not possible to confirm the direct influence of the level of materialism on the level of subjective quality of life. The limitations were presented by not having identified a high level of materialism among the adolescents surveyed. The social contribution of this study is the identification of factors that may increase adolescent consumption. Keywords: materialism, subjective quality of life, adolescents. Materialismo y su influencia en la calidad de vida subjetiva de los adolescentes brasileños Resumen El principal objetivo de este estudio fue analizar la influencia del materialismo en la calidad de vida subjetiva de los adolescentes. Para la investigación empírica fueron aplicados 705 cuestionarios en escuelas públicas y privadas de la ciudad de João Pessoa (Brasil), resultando 667 respuestas válidas de adolescentes entre 12 y 18 años de edad, la mayoría mujeres y de estudiantes de escuelas privadas. El muestreo fue por conglomerados y el análisis de los datos fue cuantitativo. A partir de los resultados, no se pudo confirmar la influencia directa del nivel de materialismo sobre el nivel de calidad de vida subjetiva. Las limitaciones se presentaron por no haber identificado un alto nivel de materialismo entre los adolescentes encuestados. La contribución social de este estudio es la identificación de factores que pueden aumentar el consumo de los adolescentes. Palabras clave: materialismo, calidad de vida subjetiva, adolescentes. Resumo Materialismo e sua influência na qualidade de vida subjetiva dos adolescentes brasileiros O principal objetivo deste estudo foi analisar a influência do materialismo na qualidade de vida subjetiva dos adolescentes. Para a pes- quisa empírica foram aplicados 705 questionários nas escolas públicas e particulares da cidade de João Pessoa (Brasil), resultando em 667 respostas válidas de adolescentes entre 12 y 18 anos de idade, a maioria mulheres e de estudantes de escolas particulares. A amostragem foi por conglomerados e análise dos dados foi quantitativa. A partir dos resultados, não foi possível confirmar a influência direta do nível de materialismo nível de qualidade de vida subjetiva. As limitações foram apresentadas por não ter identificado um alto nível de materialismo entre os adolescentes pesquisados. A contribuição social deste estudo é a identificação de fatores que podem aumentar o consumo dos adolescentes. Palavras chave: materialismo, qualidade de vida subjetiva, adolescentes. *Corresponding author at: Universidade Federal da Paraíba, Centro de Ciências Sociais Aplicadas - Campus I, Castelo Branco CEP: 58051-900, João Pes- soa, PB – Brasil. JEL classification: M31. How to cite: Nascimento Cunha, J. S., Rodrigues de Abreu, N. y Do Nascimento, J.A. (2018). Materialism and its influence on the subjective quality of life of Brazilian adolescents. Estudios Gerenciales, 34(148), 251-261. DOI: https://doi.org/10.18046/j.estger.2018.148.2582 Received: 18-nov-2017 Accepted: 31-jul-2018 Available on line: 30-sep-2018 © 2018 Universidad ICESI. Published by Universidad Icesi, Colombia. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/). 252 Nascimento Cunha et al. / Estudios Gerenciales vol. 34, N° 148, 2018, 251-261 1. Introduction their quality of life (QOL). In this sense, the focus is on the idea that the adolescent consumer himself has about his Faced with the growing incentive for consumption, a wellbeing, the so-called subjective QOL (SQOL). group of marketing scholars has been concerned about the Constanza et al. (2007) explain that QOL can be divided wellbeing of people, not simply because they consume but into two categories: objective and subjective. The charac- because of the consequences that unbridled consumption teristics of objective QOL indicators include economic pro- can have on individuals’ lives. For this reason, it is neces- duction indexes, literacy rates, and life expectancy, among sary to study consumer behavior, a theme that is inherent others, that can be gathered without a subjective evaluation in the academic field of marketing. It is known that the main by the evaluated individuals. Subjective indicators are mo- focus of this field is exchanges that require at least two par- tivated by the observation that many of the objective indica- ties, agents of demand and supply, to be fulfilled (Rossi & tors can only evaluate opportunities that individuals have Hor-Meyll, 2001). to improve their QOL, but are dependent on tools such as In this context of consumption, attention is drawn to interviews or measurement scales that bring together the studies regarding the adolescent public, which have gained evaluations of the lived experiences of respondents. They special attention today, although this object of research is are individuals’ personal judgements regarding their life not commonplace in Brazil. Internationally, researchers satisfaction and their wellbeing (Constanza et al., 2007). have already considered the role of adolescents in the fam- It should also be noted that Sirgy (1998) consider the ily consumption process to have great relevance and im- terms SQOL, satisfaction with life and subjective wellbeing as portance, in addition to the effects that consumption can synonyms. According to the approach of the World Health cause on their lives. Organization Quality of Life Assessment (The WHOQOL According to the Brazilian Child and Adolescent Stat- Group, 1995), QOL is the individual’s perception of their po- ute (ECA, by the abbreviation in Portuguese of Estatuto da sition in life in the context of the cultural systems and val- Criança e Adolescente), adolescents are minors aged be- ues ​​in which they live, and their goals, expectations, stan- tween 12 years and nearly 18 years (specifically, 17 years dards and concerns. and 11 months) old. The experiences of adolescence begin Thus, the present research has as a basic premise the the process of constructing behavioral patterns, including analysis of the influence of materialism on the SQOL of for adulthood. Thus, adolescence is a phase of important adolescents to elucidate whether there is a relationship transformations, whether physical, psychological or social between materialism and the QOL perceived by the sub- (Chaplin & John, 2010). jects themselves and whether this relationship is positive Carr, Gotlieb, Lee and Shah (2012) also mentioned that (existent) or negative (non-existent). In this sense, to deter- adolescence includes an increase in consumer capacity mine whether this influence exists, the following question and that this contributes to the need to build an identity, re- is asked: does materialism influence the SQOL of adoles- sulting in a change in consumer practices that are oriented cents in the city of João Pessoa? to improve personal presentation and popularity, often driv- The objective of this research is to analyze the influence en by advertising and means of social communication. For of materialism on the SQOL of the adolescents of the city of Carr et al. (2012), this moment is a new consumerism that João Pessoa. It is characterized as a descriptive research reveals the growing concern with materialism. with a quantitative approach to data analysis, the sampling Materialism can be understood based on definitions was by a conglomerate. To achieve this goal, the article be- from the main authors who study the theme, such as the gins by portraying materialism in adolescence. Then, SQOL definition by Belk (1985), which affirms that materialism and its relation to materialism are discussed. Subsequent- is a posture that includes traits related to possessiveness, ly, the consequences of QOL, whether positive or negative, envy and lack of generosity. A few years later, Richins and for the construction of the research hypothesis are eluci- Dawson (1992) defined materialism as a personal value dated. Next, the methodology, the results of the study and that emphasizes the importance of possessing materials, the final considerations are presented. and divided it into three parts: centrality, happiness, and success. 2. Theoretical framework A significant number of studies regarding adolescents with materialistic characteristics emerged in the 1970s. In this section, we present the theoretical reference of This research asserted that materialism found in adoles- materialism in adolescence, the subjective quality of life cents would be related to a number
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