Characteristics of materialism and its measurement: assessing the Belk's materialism scale in Hungary

Abstract In terms of consumer values, the socialist system (altruism, acting for the good of the community, interest in culture, etc.) reflects a post‐materialist orientation. According to data from W orld V alue S urveys, however, there was a strong shift towards materialist values in the former socialist countries after the political changes; this also holds true for H ungary. Most likely, this shift is due partly to the success of the market economy, competition and private enterprise and partly to the disappearance of the obligatory system of values of the socialist regime. The present research study uses the materialism scale developed by B elk to measure possessiveness, non‐generosity and envy in H ungary. The research study focused on the quantitative analysis of a national representative sample ( n = 500) in 2002 and 2007 respectively. The results of the study indicate that in both periods surveyed, possessiveness was the most significant dimension within the three examined features of materialism. Changes in the nature of possessiveness, however, corresponded to the changes in consumer behaviour. Based on our findings, we can assume that possessions have a central place in people's life.