| Abstract: | Drawing on previous theorizing about the development of materialistic values, a model of motivated cognition is proposed to account for the positive association between self‐monitoring and materialism. The model suggests that self‐monitoring is associated with individual differences in belonging motivation, that belonging motivation shapes people's beliefs about buying as a means of belonging within valued groups, and that buying‐is‐for‐belonging beliefs shape the degree to which people value wealth and luxury. Results from two studies supported this model and suggested that the self‐monitoring results are not better attributed to extraversion, social self‐confidence, or shyness. The proposed model emphasizes that traits associated with a strong need to belong may predispose people toward materialism. © 2007 Wiley Periodicals, Inc. |
