Materialism and Loneliness: What does the Cycle Really Say?

A new study shows that materialism won't necessarily cause loneliness.

According to a recent study, the opposite is actually true.

"It is widely believed that there is a vicious cycle in which loneliness leads to materialism and materialism in turn contributes to loneliness. But, contrary to popular beliefs about the universal perils of materialism, the pursuit of material possessions as part of a lifestyle of 'happy hedonism' may not actually be detrimental to consumer well-being when kept within certain limits," notes author Rik Pieters (Tilburg University), via a press release.

The study found that single people tended to be more lonely than other consumers. They also were more likely to pursue material possession less for the pleasure of acquiring and owning but more as a type of "material medicine." In addition, study findings showed that men were more likely to view possessions as a measure of success in life and as a material medicine, whereas women viewed possession more as a source of "material mirth."

In fact, researchers found that materialism does not necessarily lead to that stereotypical vicious cycle that everyone is so familiar with. While materialism can be bad for consumers who look at their meaning or worth through possessions, it can actually benefit consumers who acquire possessions solely for pleasure and comfort.

"While materialism can increase loneliness, it may actually reduce loneliness for some consumers. Increasing opportunities for social interaction and improving social skills may be more effective at reducing loneliness than the usual appeals to turn off the television or stop shopping," the author concludes, via the release.

What do you think?

More information regarding the study can be found in the Journal of Consumer Research.