Abstract
Utilizing survey data from over 1,000 American consumers, located in the northeastern part of the United States, we found through the use of multiple regression techniques, that those who prefer to listen to hip-hop score higher on all three aspects of the Richins and Dawson materialism scales than those who don’t. African Americans scored higher than other Americans only in the happiness and centrality factors. Additionally we found that hip-hop listeners scored higher in conspicuous consumption compared to those who claimed not to be listeners of the genre.
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© 2015 Academy of Marketing Science
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Podoshen, J.S., Andrzejewski, S.A., Hunt, J.M. (2015). Materialism, Conspicuous Consumption and American Hip-Hop Subculture. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_19
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DOI: https://doi.org/10.1007/978-3-319-10873-5_19
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Online ISBN: 978-3-319-10873-5
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