This study investigates the relationship between materialism and social consumption motivation in the context of Covid-19 based on terror management theory. The findings contradict the theory offering possible boundary conditions to the theory suggesting that the theory which is based heavily on the Western concept of individualism may not be applicable to the Asian context, like in Malaysia.
Toh, S. Y., & Yuan, S. W. (2021). Materialistic social consumption amidst COVID-19 pandemic: Terror management theory in the Malaysia context. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–4). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035
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