Perceiving high social mobility breeds materialism: The mediating role of socioeconomic status uncertainty

The present research explored whether and how consumers with high levels of perceived social mobility (PSM) would endorse materialism, an under-researched effect that is not contingent on either their current socioeconomic status (SES) or anticipated social mobility trajectories. Four mixed-methods studies, comprising two large-scale surveys and two experiments, yielded convergent evidence that consumers who perceived a higher level of social mobility more strongly endorsed materialistic values. We traced this effect to consumers’ SES uncertainty. The effect of PSM on materialism was attenuated when SES uncertainty was mitigated. Our findings demonstrate that consumers may become more materialistic to relieve uncertainty about their SES. We also offer guidance for practitioners on integrating PSM when planning marketing strategies.