Cross-cultural equivalence of materialistic values scale (MVS): An exploratory study between the United States and Thailand

Abstract

Owing to the theoretical and managerial importance of materialism, several attempts have been made to cross-culturally examine Richins and Dawon's Materialistic Values Scale (MVS). However, the foreign applicability of the scale remains inconclusive. The current research responded to calls related to the use of reverse-worded items and the development of a shorter version of a single scale that can be cross-culturally applicable by examining Richins and Dawson's MVS in two different countries that possess different socioeconomic conditions and cultural values. The United States (n276) and Thailand (n262) were examined through the use of multigroup confirmatory factor analysis to assess measurement invariance. The findings revealed a reduced 10-item three-factor model of materialism that might be applicable in cross-cultural studies. Implications and future research directions are also addressed. © 2012 Macmillan Publishers Ltd.