Thesis Title: Psychopathic Traits, Materialism and Brand Consciousness in Adolescents

Author: Nida Sadiq

Supervisor: Rukhsana Kausar

Year: 2017

Degree: BS

University: Institute of Applied Psychology, Punjab University, Lahore, Pakistan

Corresponding Address: Department of Applied Psychology, University of the Punjab, Lahore, Pakistan. Email: chairperson@appsy.pu.edu.pk, Phone: 92-42-9231245

Abstract

The main objectives of the present study were the investigation of relationship between psychopathic traits, materialism and brand consciousness in adolescents and to explore the predicting factors of brand consciousness in adolescents and to explore the predicting factors of brand consciousness in adolescents. It was hypothesized that there was likely to be a positive relationship between psychopathic traits, materialism and brand consciousness. Also, it was proposed that materialism was a mediator in the relationship between psychopathic traits’ dimensions and brand consciousness. The sample comprised of 115 adolescents (boys = 52, girls = 63) with age range of 13-16 years. Assessment measures include Youth Psychopathic Traits Inventory (YPI; Andershed et al., 2002), Youth Materialism Scale (YMS; Goldberg et al, 2003) and Brand Consciousness Scale (Sproles & Kendall, 1986). Correlational and Hierarchical Regression (mediation analysis) was performed to analyses the data. Results revealed that psychopathic traits and materialism had significantly positive relationship with brand consciousness in adolescents. Finding revealed that Impulsive-irresponsible dimension proved to be a significant predictor of brand consciousness. Also, materialism was found as a significant mediator in relationship between psychopathic traits’ dimension and brand consciousness. The findings are helpful for social psychologist, educationists and policy makers to identify increased trends of brand consciousness and develop an intervention plan for the changing priorities of society.

Keywords: Psychopathic traits, materialism, brand consciousness.

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