Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism

ABSTRACT

A major effect of globalization is one that occurs on the self-concept. This is especially the case for young consumers, and particularly for millennials. Despite this cohort’s idiosyncrasies, little attention has been paid to the study of their consumer identities, an important aspect of self-concept. The current research addresses this gap by examining the way millennial consumers’ global and national identities help explain two attitudinal outcomes associated with globalization: materialism and consumer ethnocentrism. Data were collected from millennials in two distinct socio-cultural contexts. A key finding suggests that distinct contexts (i.e., collectivist and ethnically homogeneous vs. individualistic and ethnically diverse) exhibit differences in the formation of materialism and consumer ethnocentrism among millennials. Additionally, results indicate that for similar consumer segments, each context’s configuration of millennials shows differences in global and national identities. Implications for future researchers and practitioners are discussed.     

Physical features vs meaning: A difference in decay

The encoding of either physical or semantic features of words was biased in an intentional learning situation. A modified recognition test was then employed to assess the effectiveness of this study manipulation and its consequences for retention. The Ss were required to select test items that were either physically similar, semantically similar, or identical to a study word. Results revealed that Ss biased toward physical encoding were more successful in selecting physically similar than semantically similar test items, while the opposite was true of Ss biased toward semantic encoding. The Ss in the two study conditions did not differ in their ability to select test items that were identical to a study word. This pattern of results was interpreted as evidence that semantic and physical information can be equally well retained over the long term. Limits on the generality of prior findings of rapid decay for physical information are discussed.     

MATERNAL SELF‐REPORTED DEPRESSIVE SYMPTOMS AND MATERNAL CORTISOL LEVELS INTERACT TO PREDICT INFANT CORTISOL LEVELS

Three basic findings have emerged from research on maternal depressive symptoms and offspring hypothalamic–pituitary–adrenal functioning: (a) Mothers’ depressive symptoms are positively associated with their offsprings’ cortisol stress response, (b) numerous individual and interpersonal maternal characteristics moderate this association, and (c) maternal and infant cortisol levels are highly correlated. In combination, these findings have suggested that maternal cortisol levels may moderate the relation between maternal depressive symptoms and infant cortisol responsivity; the current study assessed this hypothesis. Participants were 297 mother–infant dyads who were recruited from the community. Maternal depressive symptoms were assessed via self‐report. Dyads participated in two differentially stressful infant challenges when infants were 16 and 17 months old. Mother and infant salivary cortisol was collected before and after challenges. Results indicate that maternal cortisol levels moderated associations between maternal depressive symptoms and infant cortisol levels across both challenges. Infants showed higher cortisol levels if their mothers had both higher depressive symptoms and higher cortisol levels, as compared to infants of mothers with higher depressive symptoms and lower cortisol, and to infants of mothers with lower depressive symptoms and either higher or lower cortisol levels. We discuss findings in relation to environmental and biological factors that may contribute to the intergenerational transmission of depressive symptoms.     

Coping with war captivity: the role of attachment style

The current study examines the implication of attachment style in both immediate coping and long-term adjustment of prisoners of war (POWs). 164-ex-POWs and 184 matched controls filled out a battery of questionnaires, 18 years after the war. They were questioned about their subjective experience of captivity, current mental health status, and characteristic attachment style. Secure individuals, who reported lower levels of suffering, less helplessness and more active coping during captivity, exhibited better long-term adjustment. Avoidant ex-POWs, who reported helplessness and hostility, and ambivalent individuals, who felt abandoned and vulnerable, reported long-term maladjustment. The role of attachment style as a stress-moderating resource is discussed. © 1998 John Wiley & Sons, Ltd.