CONSUMER BEHAVIOR OF ADOLESCENTS IN BACOLOD CITY:

A QUANTITATIVE STUDY ABOUT VANITY, MATERIALISM

AND SELF-DISCREPANCY

A Quantitative Research Paper

Submitted to

MR. IRIL IAN B. ROLLO

In Fulfilment of the Requirements in

PRACTICAL RESEARCH 2

Submitted by:

Renabelle C. Caga
Andrea Zena D. Gallego
Richard H. Capanas Jr.
May Joy S. Felisario
Kaye D. Fernandez
Rhein Rose A. Garcia
Jorgette Marie D. Guancia
Ginre Marie E. Iballa
Aliana Beth Montaño
Francince A. Padilla

Grade 12 - ABM A
Group 3

NEGROS OCCIDENTAL HIGH SCHOOL – SENIOR HIGH SCHOOL

DEPARTMENT
October 19, 2018
 ABSTRACT

Nowadays, people around the globe have shifted spending behaviors from
functional to materialistic and aesthetic purposes. Driven by this behaviour vanity
became an area of study in numerous researches and was made popular as a significant
predictor of materialism. However, the reason behind their relationship was never
established. This motivated the researcher to determine if the relationship of vanity and
materialism in the adolescents of Bacolod City can be explained by self-discrepancy. A
researcher – made, subject completed instrument in a form of questionnaire was used as
the primary data gathering tool. The data were tabulated and analysed using the Microsoft
Excel Tool Pack of 2007 and SPSS. Pearson’s r Correlation Coefficient, t-Test for Two
Samples Assuming Unequal Variances and Mediation test through Regression Analysis
were the Statistical tools used in the study. Results show that there is no significant
difference in the levels of both vanity and materialism between male and female and
there is a significant difference in the level of materialism between low and high
allowance but obtained no significance in the level of vanity. There were significant
relationships between variables (vanity, materialism and self-discrepancy), however, the
relationship of vanity and materialism to self-discrepancy is weak. Mediation test shows
that there is a full mediation of self-discrepancy in the relationship of vanity and
materialism. This signifies that self-discrepancy can be made as an explanation in the
relationship of vanity and materialism. The results of the study will be viewed significant
to the adolescents of Bacolod City, because this will guide them in being responsible
consumers of this generation.

Key words: Vanity; materialism; self-discrepancy; purchasing behavior; adolescents;

Bacolod City

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 TABLE OF CONTENTS
Title Page i
Abstract ii
Chapter I
Background of the Study 5
Statement of the Problem 9
Hypotheses 11
Scope and Limitation 11
Significance of the Study 13
Definition of Terms 14
Theoretical and Conceptual Framework 15
Chapter II: Review of Related Literature
Consumerism 21
The Role of Advertising 22
Veblenian Social-Psychological Model 23
Vanity 24
Physical Vanity 24
Achievement Vanity 24
Consumer Vanity 25
Materialism 26
Self-Discrepancy 26
Actual/own vs. Ideal/ own 27
Actual/own vs. Ought/own 27
Vanity and Materialism 28
Self-Discrepancy as a Mediator
Vanity and Self- Discrepancy 29
Materialism and Self-Discrepancy 30
Vanity and Materialism Mediated by Self-Discrepancy 30
Adolescents 31

Synthesis 31

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Chapter III: Methodology
Research Design 34
Study Participants and Instrument 35
Research Instrument 36
Validity of the Research Instrument 38
Reliability of Research Instrument 38
Data Gathering Procedure
Determining the Inclusion Criteria 39
Making the Consent Forms 39
Identifying the Possible Participants 39
Conducting the Survey 40
Tabulating the Gathered Data 40
Data Analysis 41
Chapter IV: Results and Discussion 43
Chapter V: Summary of Findings, Conclusion, Recommendations
Summary of Findings 64
Conclusion 66
Recommendations 67
References 69
Appendices 77

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 Chapter 1

BACKGROUND OF THE STUDY

One of the biggest challenges technology presents is the abundance of products

and services it facilitates and the commoditization it creates. Products and services that

used to be exclusive to developed countries and sophisticated companies and

professionals now glut the market because computers make it easy for them to be

produced and distributed quickly and cheaply all around the globe. People buy products

based on needs used to be a strong market position but now it isn’t anymore (Turkel,

2014). This claim supports the study of Chang et al. (2011), wherein they have reported

that instead of being influenced by the functional and utilitarian needs, people’s

purchasing behavior is actually influenced by advertisements that stresses on vanity and

materialistic pleasure.

Advertisements is defined as a promotional marketing strategy marketers of

various companies utilizes to make their target market be aware of the products and

services they offered and to generate response from them (Mogire & Oloko, 2014).

Bandura’s development of social learning behavior theory in year 1978, states that among

all behavior influences coming from someone’s family and peers as well as the mass

media, it is mass media that has the greater influence. This theory is still being used by

advertisers together with vanity and materialism in creating false consciousness and

praising self-expression according to Abela (2006) and Durvasula and Lyonski (2008).

Based on the 2018 consumer profile of the Philippines, Santander an online

organization, stated that advertising has helped increase consumer culture by portraying

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physical attractiveness and material goods as a gateway to happiness and success.

Certain products gain high involvement with emotional commercials, specifically vanity

products such as cosmetics, clothing and body treatment.

Vanity accounts are characterized by personal cost and negativity than pride and

positive self-presentation, and are related to image concern. Higher cost of and less

reasonable motives enhanced vanity perceptions in ways distinguishable from hubristic

and authentic pride (Webster et al., 2014). Consumer vanity is then defined by Wang and

Waller (2006) as the underlying consumer value orientation wherein the behavior of the

consumers is influenced by their fixation with physical appearance and success. Thus,

making the consumers spend their money for aesthetic value than the products function

or use.

Materialism on the other hand, is an attribute of mankind that seeks satisfaction

and happiness through the addiction of obtaining objects intended for outward desires or

frustrations because of the need to maintain them. In accordance with the study of

Burroughs and Rindfleisch (2002), over the past decade materialism has emerged as an

important research topic. Previous research finds that high levels of material values are

negatively associated with subjective well-being. However, relatively little is known

about the relationship between materialism and well-being within the broader context of

an individual's value system.

In the study of Japson, Te, and Valecina (2017) about the relationship of vanity

and materialism being mediated by anxiety, they were able to establish the positive

relationship between vanity and materialism in the Philippine context. However, they

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failed to prove that anxiety mediates the relationship between the two. This might

possibly be because of the vast reasons that caused anxiety. In this study, the researchers

narrow down the possible reasons that lead to anxiety. And one of the probable causes

that lead to anxiety is the increase in the level of self-discrepancy.

Higgins (1989) defines Self-Discrepancy Theory (SDT) as “a general theory

relating different patterns of self-beliefs to different kinds of emotional-motivational

predispositions” (p.129).

Furthermore, Higgins proposes that the different types of self-discrepancies

embodies the various types of negative psychological phenomenon that are associated

with dissimilar kinds of discomfort. In Higgins’ (1987, p. 319) words:

“Discrepancies between the actual/own self-state and ideal self-

states signify the absence of positive outcomes, which is associated with

dejection-related emotions (e.g., disappointment, dissatisfaction,

sadness). In contrast, discrepancies between the actual/own self-state

and ought self-states signify the presence of negative outcomes, which is

associated with agitation-related emotions (e.g., fear, threat,

restlessness).”

In the research study conducted by Park & John (2010), they found that the

increase in self-esteem discrepancies between implicit and explicit cause increases in

materialism. Moreover, those people with larger gap between implicit and explicit self-

esteem are with self-enhancing benefits more likely to buy products that can be linked to

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the self. It is also supported by a 2014 quantitative study of Roberts et al., which asserts

that the contingent self-esteem leads to greater level of compulsive buying. The fear of

negative evaluation and social identity plays an important role in it.

Adolescence is defined by Armstrong (2008), as the biological phenomenon of

puberty that unleashes a powerful bundle of changes in the body of the adolescents which

is reflected on their sexual, emotional, cultural and spiritual passion. He then classifies

individuals with ages 12 to 20 years old as the adolescents. As to the report of the

American Psychological Association (2002), adolescence is the stage in the life of

individuals wherein physical appearance commonly assumes paramount importance.

During this period both genders tend to spend hours concerned about their appearance or

how they look on the outside, particularly in order to “fit in” with the norms of the

society.

The conduct of this study is relevant to the current economic state of the city.

According to an article published in Manila Bulletin last December 28, 2017 written by

Mark L. Garcia, Mayor Evelio Leonardia stated that the city’s economy is improving as

big businesses continue to come in. This can lead to more job opportunities, enhance

purchasing power of the people and increase in taxes. An improvement then in Bacolod

City’s economy will eventually create a rippling effect to the Philippine economy as a

whole. The researchers will conduct this study to better understand the reason behind the

consumer behavior of adolescents in terms of vanity and materialism within the locality

of Bacolod. The mediation of self-discrepancy as the explanation to the relationship

between vanity and materialism if proven will address the research gap of the 2017

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quantitative research study conducted by Japson et al., whose findings were not able to

show the mediation of anxiety to vanity and materialism. By knowing this, it can help

marketing researchers fully understand the driving factors that affect Bacolod City’s

consumer behavior and use this study as a basis in introducing a marketing plan to better

attract customers.

STATEMENT OF THE PROBLEM

This study aims to determine the consumer behavior of adolescents in Bacolod City

in terms of Vanity, Materialism and Self-Discrepancy.

Specifically, the conduct of this study aims to answer the following questions:

1.What is the demographic profile of the respondents according to:

a. Age

b. Sex

c. Type of School

d. Weekly Allowance

2.What is the average measure of vanity, materialism and self-discrepancy among

adolescents according to their age?

3.What is the average measure of vanity, materialism and self-discrepancy among

adolescents according to their sex:

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 a. Male

b. Female

4.What is the average measure of vanity, materialism and self-discrepancy among

adolescents according to their type of school:

a. Public

b. Private

5.What is the average measure of vanity, materialism and self-discrepancy among

adolescents according to their weekly allowance:

a. High

b. Low

6.Is there a significant difference in the levels of vanity and materialism between

students with low and high allowance in Bacolod City?

7.Is there a significant difference in the levels of vanity and materialism between

male and female students in Bacolod City?

8.Is there a significant relationship between vanity and materialism as a whole?

9.Is there a significant relationship between vanity and self-discrepancy as a whole?

10. Is there a significant relationship between materialism and self-discrepancy as a

whole?

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 11. Is the relationship between vanity and materialism as a whole mediated by self-

discrepancy?

HYPOTHESES

In view of the specific objectives, the following hypotheses were advanced:

For problem no. 6, there is no significant difference in the levels of vanity and

materialism between students with low and high allowance in Bacolod City. While for

problem no. 7 and 8, there is no significant difference in the levels of vanity and

materialism between the male and female students in Bacolod City and there is no

relationship between vanity and materialism as a whole, respectively. For problem # 9, as

a whole, there is no relationship between vanity and self-discrepancy. On the other hand,

there is no relationship between materialism and self-discrepancy as a whole for problem

# 10. Lastly, for problem # 11, the relationship between vanity and materialism as a

whole is not mediated by self-discrepancy.

SCOPE AND LIMITATION

This study covers the relationship of vanity, materialism and self-discrepancy.

However, limitations were encountered in the data gathering. This study excluded the

participants of other City due to the large population size and time constraints, and

limited the participants according to a specific age range and classifications.

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 Also, the study discussed if consumer vanity and materialism are related,

consumer vanity is related to self-discrepancy, materialism is related to self-discrepancy,

and if the relationship between vanity & materialism is mediated by self-discrepancy.

In addition, this study showed if students with high and low allowances have

equal levels of vanity and materialism. This study was conducted at the City of Bacolod

during the first semester of SY 2018-2019. One hundred fifty (150) students of Bacolod

City ages 15-20 years old were made as the subjects of the study. Using homogenous

purposive sampling, the samples were surveyed personally by the researchers. The scope

of the survey included the demographic questions, and three scales: Vanity Scale of

Netemeyer et al. (1995), Material Value Scale that was based on Richins and Dawson’s

(1992) both scales will utilize the 5-point Likert scale, and Modified Selves

Questionnaire of Higgins, Klein and Strauman (1985) and Higgins (1987). Significant

differences between variables will be tested using t-Test for Two Samples Assuming

Unequal Variances, a parametric test (Kim,2014) and significant relationship between

two independent variables will be tested using Pearson’s r Correlation Coefficient (Horse,

2018). Apart from that, the study will include Mediation Test using Regression Analysis

as discussed by Baron and Kenny (1986), Judd and Kenny (1981) and James and Brett

(1984) to determine if the relationship between vanity and materialism is mediated by

self-discrepancy.

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SIGNIFICANCE OF THE STUDY

The findings of this study may offer insights into the mind set of young Filipinos

regarding the relationship between vanity, materialism and self-discrepancy.

Furthermore, the results of this study is viewed significantly by the following:

Consumer Society. The results may serve as a guide for the consumers to

minimize their excessive shopping habits that has been classified as "abnormal consumer

behaviour". This will help the consumers especially the adolescents to be able to monitor,

be vigilant and sensitive regarding their spending habits.

Marketing Field. The end result of the study will help the institutions on

creating, communicating, delivering and exchanging their products or services to satisfy

the basic human needs.

Commercial Companies. The outcome of the study will serve as a reference for

the improvement of advertising messages that appeal to physical beauty and achievement

status.

Cosmetic Companies. The cosmetic companies can use the result of this study to

improve their ideas and make their products more suitable for consumers.

Clothing Companies. This study will help the clothing industry to formulate

strategies to further develop their products to have a unique clothing style that meet the

preferences of consumers.

Digital Companies. Digital Marketing allows businesses to reinvent their

marketing strategies to better connect with target customers and to stay relevant in the

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customer’s perspective. In the process, businesses leverage the technology-enabled tools

such as emails, blogs and social media to expand the reach of their offerings.

Marketers. The results will help on their Product positioning process, for them to

know the best way to tell their products' attributes to their target customers based on

customer needs, wants, and consumers’ behavior.

Commercial agents. The aftermath of the study will nourish the productivity of

the agents to reach and connect with their target market effectively.

Psychologists. Will have a deeper knowledge on how perceptions influence the

behavior of different consumers.

Guardians. Assistance for the Guardians who may wish to intervene and usher

their children to a more balanced life.

Future Researchers. The ideas presented may be used as reference data in

conducting new researches or in testing the validity of other related findings. This study

will also serve as their cross-reference that will give them a background or an overview

of the consumer behavior among adolescents in Bacolod City especially about vanity,

materialism and self-discrepancy.

DEFINITION OF TERMS

Actual / Own. Conceptually defined by Higgins (1987) as the representation of

the attributes that yourself or another person believes you actually possess and is

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operationally defined as the attributes of the subjects of the study that they believe they

possess.

Adolescence. Conceptually, this term is defined as the stage of psychological and

social development between childhood and adulthood. This is characterized by

considerable changes in hormone levels and physical appearances. This are ages around

12 to 20 years old (Armstrong, 2008). Operationally, this term is defined as the target

population or the independent variable of the study which is mostly young students that

meets the demographic criteria set by the researchers such as age, sex, allowances and the

type of school.

Allowance. Conceptually defined as a sum of money given regularly for a

specified purpose (Burns and Harrison, 2015). It is operationally defined as one of the

attribute variable possessed by the subjects as set by the researcher.

Consumer Behavior. Both operationally and conceptually defined as the behavior

of individuals in deciding if, what, when, how and from whom to buy a particular product

/ service (Walters, 1974).

Consumer. Conceptually defined by (Gabriel and Lang, 2015) as an individual

that purchases as certain product for his or her own personal benefit rather than for

manufacturing or resale and operationally defined as the main characteristic of the subject

being studied.

Ideal / Own. Conceptually and operationally defined as the discrepancy between

ideal and actual own self states which indicates the nonexistence of positive end result

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that is related to the sad and depressed state connected emotions specifically

disappointments, dissatisfactions and sadness (Higgins, 1987).

Materialism. Conceptually and generally defined by Lipovčan, Prizmić-Larsen

and Brklačić (2015) as the negative value, trait or behavior which in return corresponds

to greed, shallowness and lack of spiritual values. Operationally defined as one of the

study’s dependent variable. A consumer behavior characteristic wherein the researchers

wanted to measure its relationship with vanity alone, self-discrepancy alone and both

vanity and self-discrepancy.

Mediation. Conceptually defined as a causal chain in which one variable affects a

second variable that, in turn, affects a third variable (Baron and Kenny, 1986) and is

operationally defined as the causal chain of vanity, materialism and self-discrepancy.

Ought/Own. Conceptually and operationally defined as representations of a

person’s view about his own or a significant other’s such as his family’s view about the

person’s responsibilities, obligations or duties (Higgins, 1987).

Public School. Conceptually defined by Gathonrne-Hardy (2014) as a school

supported or funded by the government. Operationally, this is defined as a classification

of one attribute variable (type of school) that is to be used in the study.

Private School. Conceptually defined as a school running either through funds

paid by non-governmental foundations, private organizations/individual or is operating

wholly through payment of fees (Koizer, Nikolai and Waldow, 2017). Operationally, this

is defined as a classification of one attribute variable (type of school) that is to be used in

the study.

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 Self-Discrepancy. Conceptually defined by Bak in year 2014, as the extent of

dissimilarity between two given feature or side of self-knowledge. Operationally defined

as one of the dependent variable in the study that the researchers hypothesized as the

mediator between vanity and materialism.

Vanity. Conceptually defined as the involvement of an individual’s excessive

concern with physical appearance and achievement together with an overblown self-view

(Smith, 2017). Operationally defined as one of the study’s dependent variable. A

consumer behavior characteristic wherein the researchers wanted to measure its

relationship with materialism alone, self-discrepancy alone and both materialism and

self-discrepancy.

THEORETICAL AND CONCEPTUAL FRAMEWORK

Consumer behavior consists of feeling, ideas, actions and expenses of consumers.

Kotler and Keller (2011) state that consumer buying behavior is the study of the ways of

buying and disposing of goods, services, ideas or experiences by the individual, groups

and organizations in order to satisfy their needs and wants. It was also defined by

Solomon (2015) as the study of the processes involved when these young people

individually, or in groups select, purchase, use or dispose of products, services, ideas or

experiences to satisfy needs and desires. Clearly, both of these definitions emphasize the

process this consumer segment undertakes in their quest to satisfy their needs. In

addition, the model tells that more affluent people of the society would rather underspend

than overspend on conspicuous items since they would rather "fit in" than "stand out". On

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the other hand, not affluent people tend to purchase products having the only purpose to

show off which eventually leads to satisfaction and happiness. This can be connected to

materialism. Since the consumer behavior is too broad. Among other models, we chose

veblenian socio-psychological model of Kotler (1979).

According to this theory, man is perceived to be a so-called "social animal".

Where man conforms to norms of its larger culture and to more specific standards of

subcultures and face-to-face groups in which humans operate. In essence, this implies

that human behaviour and needs are moulded by present group memberships. Through

this model, researchers generated an idea to use vanity in the study. Vanity is a human

quality that is swayed by social pressure (Netemeyer et al, 1995). The model tells that

more affluent people of the society would rather underspend than overspend on

conspicuous items since they would rather "fit in" than "stand out". On the other hand,

people who aspire to be in social class tend to purchase products just to show off which

could lead them to materialism and it affects the domain of themselves which is ought

self and ideal self. In addition, Materialism is a belief wherein happiness is gained

through material satisfaction (Mady et al., 2011). This theory was used because it shows

how consumers are affected of social pressure, satisfaction and happiness whenever they

purchased a product. Because of that, it affects their ought self and ideal self which

postulates in self discrepancy theory. Thus, this theory will somehow aid the researchers

to establish the relationship of vanity, materialism and self-discrepancy.

Based on the vanity study conducted by Durvasula and Lyonski (2008), concern

for both physical appearance and professional achievement are higher in eastern cultures

as compared to western cultures. Both males and females are highly concerned about

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physical appearance and professional achievements. Another study in 1999 by Watson,

Rayner, Lyonski and Durvasula, states that high level vanity respondents evaluated

advertisements that emphasized appearance-related appeals, sex appeals, and

achievement appeals more favorably than low level vanity respondents. This is indirectly

parallel to the studies conducted by Mitra and Ray (2014) and Clark and Goldsmith

(2012) which observes that the level of materialistic value was significantly greater

among the consumers with high level perception of advertising appeals than that of the

consumers with low perception of advertising appeals. Materialism urges consumers to

be status conscious so that they follow social norms in purchasing.

Materialists and non-materialists’ acquisition both make them feel happier

however materialists experience stronger feelings of anxiety, guilt, and other negative

emotions after weeks of purchase than those of low in materialism. One potential

explanation for this finding has to do with the centrality of consumption in materialists'

day-to-day existence. Because consumption is so important to them, they may have

higher expectations for what a new possession will accomplish in their lives. With higher

expectations, the chances for disappointment increase, and indeed disappointment was

greater among those high in materialism (Richins, McKeage & Najjar 1992). This is

where self-discrepancy comes in. Individuals with high levels of self-discrepancy

experience more negative emotions from comparison to thin-ideal image in fashion

media than those with low levels (Sun & Guo 2014).

The following schematic diagram depicts the relationship of two (2) consumer

behaviour affecting the buying behavior of the adolescents namely vanity and

materialism as well as their relationship with self-discrepancy. It also depicts that self-

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discrepancy will be utilized as an explanation between the relationship of vanity and

materialism through the mediation model. The illustrated broken lines represent the paths

to be tested during mediation analysis

Figure 1: Schematic Diagram of the Study's Conceptual Framework

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 Chapter 2

REVIEW OF RELATED LITERATURE

Consumerism

For the past 40 years, consumerism became one of the wide spread interesting

topics that has encouraged various researchers to conduct further investigations and

development in order to increase the chances of success in a customer-driven market.

Consumerism is an organized movement brought about by the influence of the public

which directly affects a customer-focused company’s production and selling of goods and

services. Consumers, the end users of the products have the ability to exert pressure to

companies through the rise of demand particularly when it comes to goods that suit their

preferences. It also involves on how establishments enhance their relationship with the

customers as well as the analysis on how to influence the consumer behavior of their

target market (Tewari, 2016).

Smith (2016) refers consumer behavior as to how an individual make a decision

in choosing and purchasing products or services. It can be influenced by cultural factors

– culture, sub culture and social class; social factors – reference groups, family, role and

status; personal factors – age, occupation, economic status, life styles, self-concept and

personality; and lastly psychological factors – motivation, perception, attitude, experience

(Shethna,2016). In addition, Hordos (2018) states that consumers are also affected by

advertisements specifically by subconsciously making them respond to the things that

virtually captures their eyes resulting to a sudden craving for the endorsed product.

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The Role of Advertising

Advertisements is defined as a promotional marketing strategy marketers of

various companies utilizes to make their target market be aware of the products and

services they offered and to generate response from them, and this helped in increasing

the culture of consumerism by the portrayal of material goods and physical attractiveness

as the gateway to success and happiness (Mogire and Oloko, 2014). Burnett, Moriarty

and Wells (2014) stressed that advertisements play an essential role in creating an image

of a product in the minds of consumers.

While it is commonly known to play a key role in economic development, studies

of Pollay and Mittal (1993) and Wang, et al. (2009) states that it also rouses societal

activities, and affects even the way people of today lives and with the continuous growth

and development of digital technology, Purosothuman (2008) and Tai (2007) states that

younger generations are becoming more denuded to advertisements than those who were

of the same age years or even a decade ago.

Bandura’s development of Social Learning Behavior theory in year 1987, states

that among all behavior influences coming from someone’s family and peers as well as

the mass media, it is mass media that has the greater influence. This theory of Bandura’s

is now used by advertisers together with vanity and materialism in creating false

consciousness and praising self-expression (Abela, 2006; Durvasula and Lyonski, 2008).

In the Philippines, the study in 2007 conducted by Agatep-Valmoria revealed that

most vanity products such as hair coloring, facial soap, fashion apparel, perfume and

cosmetics, gained high involvement with advertisements that deals with emotions.

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Veblenian Social-Psychological Model

The Veblenian Social-Psychological Model is based on the theory of conspicuous

consumption. This was founded by Thorstein Veblen, an orthodox economist and a social

thinker. This model believes that man is said to be a “social animal” in a sense that they

behave according to the socially acceptable convention of its culture, distinct standards of

subcultures and face to face groups in which they operate. This suggest that consumer

behavior and needs are influenced by current group memberships. Veblen hypothesized

that a large part of the economic consumption is affected and driven by the desire to

obtain status, fame or honor not on needs or contentment. He particularly emphasized

that emulative factors shape people’s conspicuous purchasing response of products such

as cars, houses or less expensive clothes (Kotler, 1965).

According to this model, there are several factors that affect the behavior and

these are culture, subculture, social classes, reference groups and groups of belonging.

Culture is one of the most long lasting influences on consumer behavior and this is

assimilated by traditions, customs and values. It loses its homogeneity when the number

of people increases thus developing subcultures. Reference groups are social entities in

which a particular person does not belongs to but it identifies the similarities in terms of

aspirations and of social behavior. Belonging groups are also social entities however

these are entities that an individual belongs to for example are the family, friends,

neighbors, co-workers, etc. These are affected largely by occupation, residence, age, etc.

(Gherasim & Gherasim 2013).

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Vanity

Durvasula et. al. (2001) states that the social pressure or the peer pressure causes

the human characteristics to change. It is the way of achieving the goals for the benefit of

yourself and the obsession for physical look. It includes the Physical Vanity and

Achievement Vanity (Netemeyer et. al., 2011).

Physical Vanity

Physical Vanity makes an individual sustain and create himself through aesthetic

products like clothes and cosmetics. It has positive effects in your health like doing

exercises and be in healthier activities. However, there were also a negative effects like

eating disorder due to the full time dieting program and involvement in plastic surgery

(Solomon 1985, 1982). In addition, physical vanity is linked positively with how

consumers purchase products, like how they buy products for good physical look for the

sake of social benefits, power and raise self-esteem (Krantz 1987).

Achievement Vanity

Product advertisements is actually comparable to products and services that is

related to achievement vanity because they tend to put emphasis on how these products

can elevate individual charm and status in the society. According to multiple studies,

being affected by physical charm may be a consumer behavior that is positive (Schouten,

1991; Bloch and Richins, 1992; Hirschman, 1990). In addition, in the study of Netemeyer

et al. in year 1995, he added that being concerned with achievement signifies that “one

has made a successful achievement”, while a view for achievement signifies that “other

people think one has made a successful achievement”.

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 Luz Barra, a commercial director of consumer knowledge and insights firm of

Kantar Worldpanel stressed that there are key trends that explains the Filipino’s

consuming behavior, one of these is beauty. Filipino women care about their looks. 72%

of them specifically like to improve their hair and change their complexion. This is

supported by the purchase growth of 12.6% in hair conditioners and 6.3% in hand and

body lotion from June 2009 to June 2013. The purchase of whitening body lotion grew

8% compared to non-whitening lotion's 5%. Notable growths were observed from

Visayas and Mindanao across socio-economic classes C and E. The beauty trend is also

being driven by young shouseholds (those with children 12 years old and below) and

adult homes (those whose members are 19 and up). This trend gives way to consumer

vanity – an underlying consumer value orientation that is manifested by the fixation with

physical appearance and achievement of personal goals (Wang, 1999).

Consumer Vanity

Wang and Waller (2006) elucidate consumer vanity as the one who influences the

consumer behavior is the fixation with the corporal look and success in and making the

buyers or customer to by product base on aesthetic than its function. The unmistakable

trend toward a more integrated global economy and the tremendous impact of consumer

vanity on demand for countless goods and services, there exists a need for more cross‐

cultural research on the important psychological construct (Netemeyer, Burton, &

Lichtenstein, 1995).

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Materialism

A lot of study from a past years, the different definition of materialism. Belk

(1985) is the first person who initiate the construct empirically as a personal trait with the

aspect possessiveness, non-generosity and envy. In addition, Forman (1987) and Tang

(1992) assert that materialism constructed by the different class of attitude about money

and wealth. Most of the people’s desire is to have more money and high ranking in the

society in order for them to matchup. Wealth is the key to avail power and then power

give right set of circumstances to acquire wealth. Furthermore they considered

materialism to be a feature of people’s identity (Dittmar, 2008; Shrum et al., 2013).

Self-Discrepancy

E. Tory Higgins (1987) a psychologist and the one who introduced Self

discrepancy theory with the purpose of explaining the relationship between aspects of the

self and affect. In this theory, He postulates that the self takes two standpoints: “personal

viewpoint of yourself and the viewpoint of some significant other” such as a close

relative or friends, and/or a romantic interest (Higgins, 1989, p.321). Various forms self-

discrepancies take cause different emotional/motivational states, which fall under the

general categories of “absence of positive outcomes (dejection-related emotions)” or

“presence of negative outcomes (agitation-related emotions)” (Higgins, 1987, p.322).

Self-discrepancy has both a practical and a theoretical impact. Practically, a new

method clinical treatment is created for depression and anxiety, named self-system

therapy and is based on the conceptual and empirical contributions of self-discrepancy.

This new therapy has been propose to help some patients more than does standard drug

26
treatment or cognitive-behavioral therapy. Furthermore, self-discrepancy theory can be

classified into various classifications. However, the following classification of self-

discrepancy will be used in the study.

Actual/own vs. ideal/own

In this discrepancy, the outlook of an individual towards their actual aspects does

not match the ideal aspects they hope to establish. Higgins (1987) argues that an

actual/own versus ideal/own discrepancy is coincide to an absence of positive outcomes

and therefore the discrepancy between these self-guides is characterized by the dejection-

related emotions such as disappointment and dissatisfaction. Low self-confidence is

being linked with actual/ideal discrepancies. Specifically, an individual is predicted to be

vulnerable to disappointment or dissatisfaction because these emotions are associated

with people believing that their personal wishes have been unfulfilled. These emotions

have been defined as being associated with the individuals' point of view and a

discrepancy from his or her hope, desire, or ideals.The motivational nature of this also

suggests that because of the unfulfilled desires it could be associated with frustration.

Blameworthiness, feeling no interest in things, and not feeling effective, these emotions

was also associated with this discrepancy. In addition, this discrepancy is also associated

with dejection from perceived lack of effectiveness or self-fulfillment. Actual/ ideal

discrepancy is uniquely associated with depression (Strauman & Higgins, 1987).

Actual/own vs. ought/own

This discrepancy exists when a person's own viewpoint doesn't match what they

believe a significant other considers to be his or her responsibility or obligation to attain.

27
Also, agitation-related emotions and results in the presence of negative outcomes are

associated in this discrepancy. This specific discrepancy represents the presence of

negative outcomes. More specifically, violation of prescribed duties and obligations is

associated with penalty or punishment. A person experiencing this discrepancy will

expect a punishment; therefore, the person is predicted to be vulnerable to fear and

feeling threatened, because these emotions occur when danger or harm is anticipated.

Analyses of such emotions have described them as being associated with the perception

individuals and discrepancy from norms or moral standards. This discrepancy's

motivational nature suggests that one might experience feelings of resentment. The

feeling of resentment arises from the anticipated pain to be inflicted by others. A person

might also experience anxiety because of getting negative responses from other people.

In addition, it is also associated with agitation from self-criticism. Social anxiety is

uniquely associated with this discrepancy (Strauman & Higgins, 1987). According to

Strauman, who applied Higgin's self-discrepancy theory to psychological disorders of

emotions, he found that individuals with larger discrepancies from their ideal selves are

reporting symptoms of depression, while individuals with larger discrepancies from their

ought selves are reporting symptoms of anxiety. These comparisons yield information

that individuals are either near their self-guides or are distant from them.

Vanity and Materialism

Netemeyer et al. (1995) specified that there is a strong connection between

physical vanity, accomplishment vanity and possession-defined success. The study of

Chang (1999) reveals that physical appearance and materialism are positively related and

seeking after brand name products, customized products and expecting acclaim all reveal

28
that consumers utilize possession as a way to assess their success. If this additionally

applies to Filipinos, it recommends that the individuals who give high significance to

physical appearance and individual accomplishment would likewise score high in

materialism.

Self-Discrepancy as a Mediator

Vanity and Self-Discrepancy

When people failed in achieving their goals that they believe an important other

has for them, individual often experiencing shame (Piers and Singer, 1971).Individuals

are mainly influenced by the environment and socio-economic condition (Mason, 1981)

Placing high importance in one’s looks and showing off success by materialistic

possessions can cause internal anxiety due to trends constantly changing which, in order

to not fall behind, will continuously be pursued (Yang, 2001). According to social

learning theory, those who care about how others view their physical appearance will

spend time on it but, if they lack the money to purchase the products, it will consequently

lead to money anxiety (Netemeyer et al., 1995; Chang et. al, 2011).

Based on Tompkins (1984) and Devine, Monteith, Zuwerink, and Elliot (1991)

study, violation of internalized standards of behavior would result in negative self-

directed affect. Strauman and Higgins (1987) also concluded that, if individuals who had

no descripancies, had high ideal and low ought self or high ought and low ideal

discrepancy are strong enough, then activating those discrepancies can cause negative

affect and "chronic and momentary" influences that affect an individual's emotional state.

In addition, Strauman (1989) concluded in his study that vulnerability of certain

29
individuals to certain emotional disorders such as depression or social anxiety can

increase by self-discrepancies.

Materialism and Self-Discrepancy

It is said that the fear of negative evaluations from others is likely to lead to

greater level of compulsive buying behavior (Roberts et al., 2014). According to the 2015

study of Pozzatti regarding the domains of self-discrepancy, this implies that the domain

of self-discrepancy such as ideal, actual and ought to self can lead a person to believe that

if his/her expectation wouldn't match to others, it will cause negative evaluations that will

result to materialist consumptions. Compulsive buying is motivated by failure to meet a

certain standard in individual's self that results in an urge to compensate acquiring

material goods to symbolize the aspects that we lack. Compulsive buyers have

chronically high self-discrepancies (Dittmar, 2005).

Vanity and Materialism Mediated by Self-Discrepancy

The establishment of the relationship of vanity to materialism, vanity to self-

discrepancy and materialism and self-discrepancy through related studies aforementioned

above and the study conducted by Japson et al. (2017), in which they were able to

establish the relationship between vanity and materialism with the Filipino consumers as

their subjects, lead the researchers to hypothesized that self-discrepancy can be a possible

mediator to explain the relationship of the two (2) consumer behaviour.

30
Adolescents

Adolescent is defined by the American Psychological Association (2002) as the

stage of individuals' life wherein physical appearance commonly assumes paramount

importance. In this generation both genders tend to spend their time concerning how they

look on the outside or their physical appearance, particularly to "fit in" with other people

in the society or group of people to show others who they should be. At the same time,

they wish to have their own unique identity.

According to Verkooijen, De Vries and Nielsen (2007), the adolescent is affected

by social pressure which they force themselves to purchase that item or product just to fit

in themselves to the society and not to be left out and judge by others. Adolescence is an

important factor in adolescent where they figure out their identities, skills in making

decision, and in developing themselves to other people and in the world in realistic

assessments (Ponton, 1997). Behavior describe as being form and controlled either by

environmental influences or by internal dispositions. What an individual think, feel and

believe affects how an individual behave (Bandura, 1986; Bower, 1975; Neisser, 1976).

Synthesis

Consumerism for the past 4 decades, according to Tewari (2016), has been one of

the leading research topic in the business industry and Hordos (2018) has reported that

consumers of this generation is subconsciously affected by advertisements, making the

target market respond to a certain product. This is supported by Bandura’s Social

Learning Behavior Theory (1987), that among the influencers of an individual’s

behaviour, mass media is the most effective one. According to Abela (2006) and

31
Durvasula and Lyonski (2008), this paved way to advertisements that utilizes vanity and

materialism along with false self-consciousness. Vanity is then defined by Netemeyer et

al. in 2011 as a characteristic driven by social pressure and is divided in two (2)

categories-Physical Vanity and Achievement Vanity. Consumer vanity, introduced by

Wang and Waller in 2006, is one of the factors that influences consumer behavior, this

makes the consumer purchase products based on aesthetic value more than its function.

Materialism on the other hand, is asserted by Forman (1987) and Tang (1992) as a

behaviour that is built by an individual’s attitude regarding money and wealth. In 1987,

Higgins introduced the theory of self-discrepancy. This theory was made in a purpose to

explain the relationship of various aspects of self and affect. In this study, the researchers

focused on the two discrepancies, namely actual/own vs. ideal/own and actual/own vs.

ought/other. Actual/own vs. ideal/ own discrepancy is a discrepancy between what

aspects an individual really wants to possess and his or her own outlook to his actual

aspects (Higgins, 1987). According to Strauaman and Higgins (1987), this type of

discrepancy is often associated with depression. The actual/own vs. ought/own

discrepancy is a discrepancy between an individual outlook of his actual aspects and his

or her considered significant other consideration of the responsibilities or obligations that

the individual should possess. This type of discrepancy is being associated with social

anxiety (Strauman & Higgins, 1987). Adolescents in then defined in 2002 of the

American Psychological Association as the stage in the life of an individual where

physical appearance became of greater importance. The significant relationship between

vanity and materialism established by the study of Japson et al. in 2017, and the possible

relationship of both vanity and materialism to self-discrepancy as suggested by the

32
studies of Piers and Singer (1971), Yang (2011), Netemeyer et al. (1995), Chang et al.

(2011), Roberts et al. (2014), Pozzatti (2015) and Dittmar (2005) have lead the researcher

to hypothesize the possible mediation of self-discrepancy to the relationship of vanity and

materialism.

Based on the literature reviewed, it is safe to postulate that there is still a scarcity

of studies that have explored the relationship of vanity and materialism as consumer

behaviour and the mediation of self-discrepancy in the aforementioned relationship

especially among adolescents. Hence the reason for conducting this study.

33
 Chapter 3

METHODOLOGY

This chapter describes the applicability of a quantitative research methodology

that articulates a correlational research approach, the research question, data gathering

procedures, data analysis as issues associated with participant confidentiality. The chapter

addresses information related to research design appropriateness, the study population

and selection, sampling identification, data collection approaches, factors affecting

internal and external validity and data analysis techniques. The chapter also addresses

specific research instrumentation and data coding.

Research Design

This study aims to determine the consumer behavior of adolescents in Bacolod

City in terms of Vanity, Materialism and Self-Discrepancy. The study used a quantitative

type of research since researchers tested hypotheses, made predictions, generalized the

finding within a population and because it was conducted with a large population size. In

addition, quantitative research is a broad area of scientific methods. It enables to describe

and interpret an object statistically with numerical data (Jyvaskylan 2010). Specifically,

the study used quantitative correlational research design.

In a correlational research design, it determines whether an increase or decrease in

one variable corresponds to the increase or decrease in another. According to Kritsonis

(2009) correlational research examines the degree of relationship that exist between two

or more variables. Also, correlational research is looking for variables that seem to

interact with each other, so that when you can see one changing, you have an idea of how

34
the other will change. This often entails the researcher using variables that they cannot

control (Kowalczyk 2016).

One of the ways of gathering data in this design is by using surveys and

questionnaires. Since the specific objectives of study aims to determine the nature of

relationship between consumer vanity and materialism, consumer vanity to self-

discrepancy, materialism to self-discrepancy, and if the relationship between vanity and

materialism is mediated by self-discrepancy, the utilization of quantitative correlational

research design in this study is appropriate and justifiable.

Study Participants and Sampling Scheme

The population in the study are the adolescents in Bacolod City. Using Heuristics

method in determining the sample size (Lunenburg and Irby, 2008), a sample of 150

adolescents ages 15-20 years old who are currently studying in Bacolod City will be

made as respondents of the study. The respondents were currently enrolled in either

private or public school, who, also receives or has a weekly allowance. Homogenous

Purposive Sampling with rigid inclusion criteria will be utilized in the study. It is a non-

probability sampling technique that aims to achieve samples that have similar

characteristics (Saunders, Lewis and Thornhill, 2012). This sampling technique will be

used in the study because it focuses on a particular group in which all the sample

members were adolescents in Bacolod City. The researchers will choose the respondents

who can correspond to the objectives of the study. The respondents will be coming from

Grade 9 to Grade 12 for High School students and 1st year to 2nd year for College

students. A list of all the school and university in Bacolod City will be created and the

35
researchers will randomly select the school where they will conduct their study. The

researchers will go to the chosen schools and universities; however the survey will be

conducted outside the school premises. The respondent will answer the survey after

agreeing to the consent form given by the researchers, a short thank you message will be

showed at the end of the survey upon completion. There is no particular number of

respondents in each school, students who were able to fill up the consent forms will be

treated as the official respondents of the study.

Research Instrument

A researcher – made, subject completed instrument in a form of questionnaire was

used as the primary data gathering tool. The survey questionnaire was entitled as

“Purchasing Behavior of Adolescents in Bacolod City”, masking the true nature of the

research study. The beginning part of the questionnaire was composed of a small message

coming from the researchers that indicates the confidentiality of all the data to be

answered by the respondents.

It was divided into three (3) parts. First, is the demographic profile of the

respondents, second, is for their purchase preferences and the third, is about consumer

behavior. The first part of the questionnaire is composed of the demographic profile of

the respondents such as their name, age, sex/gender, and school. The second part which is

the purchase preferences includes their purpose of buying, bases of purchase decisions,

purchasing frequency, financial capacity, product selection and product evaluation. The

last part is comprised of vanity scale, material value scale and modified selves-

questionnaire.

36
 The scale of vanity traits was based on the vanity scale of Netemeyer et al.

(1995), a 5-point Likert scale (1 – strongly disagree, 2 – disagree, 3 – neutral, 4 – agree

and 5 – strongly agree), it includes questions on one’s view of physical appearance as

well as their view on achievement. The scale consisted of four distinct yet related

concepts of vanity: 5 items regarding physical-concern (i.e.: the way I look is extremely

important to me), 4 regarding physical-view (i.e.: my looks are very appealing to others),

3 regarding achievement-concern (i.e.: professional achievements are an obsession to

me), and 3 regarding achievement-view (i.e.: I am a good example of professional

success), with a total number of fifteen (15) questions.

The measurement for the level of materialism was based on Richins and

Dawson’s (1992) Material Value Scale (MVS), a 5-point Likert scale consisting of 15

questions about acquisition centrality (i.e.: I like to own things that impress people),

acquisition as the pursuit of happiness (i.e.: I’d be happier if I could afford to buy more

things), and possession-defined success (i.e.: some of the most important achievements in

life include acquiring material possessions). The measurement with regards to Self-

discrepancy was based on the Selves Questionnaire developed by Higgins, Klein, and

Strauman (1985) and Higgins (1987), However, modifications were made by the

researchers. It is a free-response measure in which individuals listed up to 6 words to

describe the attributes they believe they ideally and ought to possess and are also asked to

rate each attribute on a percentage basis. After which fifteen (15) 5-point Likert scale

questions follow. There are Self-guide attributes listed and it consists of 78 trait

adjectives (e.g., adventurous, ambitious, angry, reserved) these were based in previous

37
studies of self-concept (Tangney et al., 1998) however the respondents were permitted to

write down other attributes that were not included in the list.

Validity of the research instrument

In the study, the tool to be used in the study was subjected to the content and

construct validity. Validity simply refers to the ability of a device to measure what it

intends to measure. It is a relative term most credibly assigned by the independent user. It

is necessary to measure the validity of an instrument in order to determine its accuracy

(Swanson, 2014. During the process of validation, the researchers validated the study

through the experts who have taken Masters' degree, in the case of the researchers, the

tool of the study was validated by 2 senior high school teachers of NOHS and a guidance

counselor in Carlos Hilado Memorial State College who were proven to have taken

Master’s degree. The suggestions and comments made by the experts were used to

enhance the tool validity. Moreover, in conducting the survey the researchers will be

physically present to answer the clarifications and questions raised by the participants of

the study. The articulation of the tool that will be used are based on the attribute variables

and are aligned from the literature review making it highly appropriate to the target

population.

Reliability of research instrument

The stability and internal consistency of the instrument were determined through

the use of Cronbach's Alpha, results of such treatment reassured the reliability of the tool.

Swanson (2014) defines reliability of data as the consistency or the ability to provide

reproducible scores. Reliability is deemed to be important because it measures the

precision of a research instrument. The three scales were tested separately due to their

38
difference in nature. The test was done through the utilization of the Microsoft Excel

2013 Tool Pack and with 0.05 level of significance. Vanity Scale obtained a result of

0.76, while Material Value Scale and Modified Selves Questionnaire obtained a result of

0.81 and 0.83, respectively. These results indicates that the tool has a good inter-item

reliability.

Data Gathering Procedure

Determining the inclusion criteria

Data gathering in this study started with the determination of the possible

participants to be included in the study. The researchers made a rigid inclusion criteria

which contains the specific characteristics that a sample should possess. The respondents

included in the study must be a student currently studying in Bacolod City, ages 15 to 20

years old, studying in either a public or private school and is given a weekly allowance.

Making the consent forms

After the determination of the criteria needed, the researchers made a consent

form that were given to the respondents the day before the actual survey was conducted.

The consent form states that the conduct of the study is merely for educational purposes

and all answers written in the questionnaire will be treated with confidentiality.

Identifying possible participants

The researchers listed down all the public and private secondary schools and

universities in Bacolod City. Then each researcher was tasked to go to specific schools to

look for respondents that will be subjected to the study’s research instrument. Students

available outside the school campus were approached and were asked regarding their age

and if they received or have weekly allowances. The survey was conducted outside of

39
school campuses to prevent disruption of classes. If a certain student is within the

inclusion criteria set by the researchers, then that student was given with a consent form

and was asked to be the participant of the study. The researcher and the possible

respondents then made an appointment for the answering of the questionnaires.

Conducting the survey

During the conduct of the survey, the researchers were with their respondents in

order to answer questions and inquiries made by the respondents. The survey was done

simultaneously in which researchers were at different schools in a given time. The survey

was conducted in a place near the school campus where it was comfortable for the

respondents to answer the questionnaire. After the respondents finished answering the

survey, the researcher gave a brief thank you message for the time and consent given by

the respondent. The survey was conducted from 8:00 AM to 10:30 AM every weekday in

a span of two weeks.

Tabulating the gathered data

All answers given by the respondents were tabulated according to their

demographic profile (age, sex, type of school and high or low allowance). High or low

allowance was determined based on what they have written in the questionnaire. Low

allowance students were those students who have an allowance of Php 300.00 and below,

while students with high allowance were those who have an allowance of Php 301.00 and

above. In the scales of vanity, materialism and self-discrepancy, the sum of each scale for

each individual was also determined and tabulated using Microsoft Excel. The tabulated

data was then utilized in the analysis of data.

40
Data Analysis

Descriptive and inferential statistics were used to analyse the data tabulated by the

researchers. Descriptive statistics specifically the measure of distribution was used in the

study in order to give basic information about the variables in the dataset and to highlight

the potential relationships between variables. On the other hand, to determine the

significant difference in the levels of vanity, materialism and self-discrepancy between

the male and female students and those with high and low allowance, the data collected

was subjected to t-Test for Two Samples Assuming Unequal Variances. The researchers

will utilize t-Test for Two Samples Assuming Unequal Variances because the dependent

variables in the study were measured at a ratio level and there were more than thirty (30)

samples in the study. In computing for the values of t-Test, the researchers will utilize the

data analysis tool pack of Microsoft Excel 2007 wherein the calculated summation scores

for each respondent will be encoded under the different categories of the attribute

variables. The research study will utilize a two-tailed test having an alpha and

significance level of 0.05 and 0.95 respectively.

To determine the significant relationship between vanity and materialism as a

whole, vanity and self-discrepancy as a whole, and materialism and self-discrepancy as a

whole, the researchers used Pearson’s R Correlation Coefficient to measure how well the

sets of data are related based on the coefficient value and it will also be computed using

the Microsoft Excel Tool Pack of 2007. The researchers computed the coefficient value

for two-tailed test having a 0.05 significance level (Horse, 2018). The gathered data was

encoded and analysed through data analysis to get the correlation values.

41
 In order to know if the relationship between vanity and materialism is mediated

by self-discrepancy, Mediation test through multiple regression analysis using SPSS was

conducted by the researchers. The four (4) steps in establishing mediation as discussed by

Baron and Kenny (1986), Judd and Kenny (1981) and James and Brett (1984) was

utilized in the study. However before the variables were tested, the variables were plotted

in the mediation model with all the paths drawn and labelled (see Figure 1).

The first step in testing mediation is to test if the causal variable or vanity (X) is

correlated with the outcome variable or materialism (Y). This established if there is an

effect that needs to be mediated (testing and establishing path c’). After which, the

researcher tested if vanity (X) is correlated with the mediator or self-discrepancy (M).

This step tested path a, and treated the mediator as if it is an outcome variable. The third

step showed if the mediator affects the outcome variable or materialism (testing and

establishing path b). In this test, materialism (Y) was used as the criterion variable and

both vanity (X) and self-discrepancy (M) was used as predictors in the regression

equation. The causal variable (vanity) was controlled in this step in order to establish the

effect of the mediator to the outcome. The last step in the mediation analysis was the

establishment of the complete mediation of self-discrepancy (M) in the vanity-

materialism (X-Y) relationship. In this test self-discrepancy (M) was be controlled and

path c’ should be zero. If path c’ will have a non-zero coefficient, then only partial

mediation occurs. In cases where there will be no establishment of relationship in either

path a, and b, indirect effect was tested through bootstrapping or the bootstrap estimation

approach using SPSS as described by Bollen and Stine (1990) and Shrout and Bolger

(2002).

42
 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the gathered data. Information from the respondents were
then clustered and categorized. The discussion was placed at the end of every presented
result with the interpretation from the related literature.

FINDINGS

Table 1. Demographic profile of the respondents.

Demographic Profile
Age Sex Type of School
Weekly
Allowances
15 16 17 18 19 20 Female Male Private Public High Low
No. of
Respondents 24 17 35 38 18 18 83 67 78 72 99 51

Using homogeneous purposive sampling, a sample of 150 respondents consisting

83 females and 67 male adolescents in Bacolod City aged 15-20 years old answered the

survey questionnaire entitled "Purchasing Behavior of Adolescents in Bacolod City"

masked the true nature of the study. In sequence, 24, 17, 35 and 38 students were aged

15-18 and both 19 and 20 years old were consists of 18 participants. In addition, 78 from

the total participants came from private schools while 72 came from public and 99

respondents has high allowance and 51 has low allowance.

Table 2.1. The respondents’ purpose in buying.

Purpose of Buying
Necessity Peer Current Advertisement To feel Aesthetic
Pressure Trends belongingness Value
Frequency 123 33 53 27 36 52

43
 The table above shows the answers of the respondents to the question about the

causes in acquiring a certain product. 123 is the frequency score recorded for necessity,

33 for peer pressure, 53 for current trends, 27 for advertisement, 36 for belongingness

and 52 for aesthetic value. Among the listed intentions why a person obtain a product,

necessity, current trends and aesthetics value are the things that prompts them the most.

In purpose of buying, necessity has the highest frequency why a person obtains a product.

It only shows that they gave more importance on the products that is necessary for

survival and essential for their needs.

Table 2.2. Purchase decisions of the respondents

Purchase Decisions
Price Quality Appearance Brand Current Peer’s
Trends Suggestion
Frequency Score 97 127 59 63 29 35

The table above shows the answers of the respondents to the question about their

bases and considerations in making a judgement whether to buy a particular product or

not. 97 is the totaled frequency score for price, 127 for quality, 59 for appearance, 63 for

brand, 29 for current trends and 35 for peer’s suggestion. Among the purchase decisions,

quality, price and brand are the top 3 features that respondents assess before buying. It

only depicts that adolescents tend to look for the product’s quality first, before

purchasing.

44
Table 2.3.1. Purchasing frequency of the respondents for a month.

Purchasing Frequency
Once a Twice a Every Every Every Only
month month Week Weekdays Weekends when
necessary
Frequency Score 29 38 18 2 18 71

The table above reveals the responses of the participant with regards to the

question about the estimated habitual patronization of a product in a month. The indicated

choices are once a month, twice a month, every week, every weekdays, every weekends

and only when necessary. The total frequency score counted are 29, 38, 18, 2, 18 and 71

respectively. It is observed that most of the repondents purchase goods only when

necessary. Which means that most adolescents in Bacolod City would only purchase a

certain product when it is deemed as necessary in their daily lives.

Table 2.3.2. Estimated number of products the respondents purchase in a month.

Purchased quanitity in a month

0–1 2–5 6 up
No. of Respondents 20 100 30

The table above reveals the responses of the participant with regards to the

question about the estimated number of products the repondents buy in a month. The

indicated choices are 0 – 1, 2 – 5 and 6 or more products. A total number of 20

respondents answered 0 – 1, 100 answered 2 – 5 and 30 respondents answered 6

products or more . It is inferred that most of the repondents approximately obtain 2 – 5

45
products per month. Which means that they belong in the moderate section, where they

do not buy a lot of products and they also do not buy a few products in a month.

Table 2.4.1. Estimated allowance of the respondents in a week

Weekly Allowance in Peso

100 – 200 201 – 300 301 – 400 401 – 500 Others
No. of Respondents 28 23 20 51 28

The table above displays the accumulated answers of the respondents to the

question about their estimated weekly allowances. A total number of 28 respondents

answered Php100 – Php200, 23 answered Php201 – Php300, 20 answered Php301 –

Php400, 51 answered Php401 – Php500 and 28 answered others. Those respondents who

answered ‘others’, listed an amount that are higher than Php500. Participants who

answered Php100 – Php200 and Php201 – Php300 are categorized under the low

allowances students. However students who answered Php301 – Php400, Php401-500

and others are categorized under high allowances. It is inferred that most of the

repondents belong under the high allowances group having a total number of 99 out of

150.

Table 2.4.2. Approximate percentage inteded for purchasing a product.

Approximate Percentage
5-10% 11- 21- 31- 41- 51- 61- 71-80%
No. of 20% 30% 40% 50% 60% 70%
Respondents
23 32 27 26 24 7 7 4

46
 The table above displays the accumulated answers of the respondents to the

question about approximate percentage from their weekly allowance that they allot in

spending in order to buy their needs and possibly their wants. A total number of 23

respondents answered 5% – 10%, 32 answered 11% - 20%, 27 answered 21% – 30%, 26

answered 31% - 40%, 24 answered 41% - 50%, 7 answered 51% - 60%, 7 also answered

61% - 70% and 4 answered 71% - 80%. It is observed that most of the repondents allot

11% - 20% of their weekly allowance in purchasing goods.

Table 2.5.1. Products that the respondents usually buy.

Product Selection
Apparel Cosmetics Others
Frequency Score 93 42 49

The table above shows the answers of the respondents to the question about the

type of product that they usually buy. 93 is the frequency score recorded for apparel, 42

for cosmetics and 49 for others. All of the respondents who answered ‘others’ specifically

wrote school supplies. Among the listed product selections, apparel is the most frequent

kind of product being bought.

Table 2.5.2. Reasons of the respondents in their choice for Table 2.5.1.

Reason behind the selection

Self- Daily Hobby Peer Current Advertisement
satisfaction Needs Influence Trends
Frequency Score 83 102 22 20 6 5

47
 The table above shows the answers of the respondents to the question about the

reasons behind their selection in Tanle 2.5.1. The choices are for self-satisfaction, daily

needs, hobby, peer influence, current trends and because of advertisements. The tallied

scores are 83, 102, 22, 20, 6 and 5 respectively. Among the listed causes, the

respondents’ top 3 reasons for their selection are because of daily needs, self-satisfaction

and it is their hobby. With daily needs at the top of the choices, this coincides with their

answer that they would only buy a certain product only when deemed to be necessary.

Table 2.6. Factors that the respondents consider when purchasing from highest to lowest.

Product Evaluation
Aesthetic Functionality Brand Price Product
Value Trends
Frequency Score 467 328 477 314 673

The table above reveals the responses of the participants with regards to their

ranking of aesthetic value, functionality, brand, price and product trends as a factor in

product evaluation having one as the greatest concern and 5 as the least. The accumulated

frequency score for aesthetic value is 467, 328 for functionality, 477 for brand, 314 for

price and 673 for product trends. Among the listed considerations, it is inferred that price

is greatly considered among the five having the product trends as the least. The overall

computed rankings are (1) price, (2)functionality, (3)aesthetic value, (4)brand and

(5)product trends.

48
Table 3.1. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to sex.

Sex
Female Male
Vanity Materialism Self- Vanity Materialism Self-
discrepancy discrepancy

Mean Score 48.01 48.39 46.65 44.85 46.82 44.57

The table presents the data gathered from the respondents based on their sex with

an overall number of 150 respondents. The female has a total of 83 respondents they hold

an average vanity score of 48.01, 48.39 for the average materialism score and 46.65

average SD score. On the other hand, male has a total number of 67 respondents that

carry an average vanity score of 44.85, 46.82 average materialism score and 44.57

average SD score. Among the two genders the female students is considered to be more

vain and materialistic and have the high level of self-discrepancy.

Previous findings showed that women are more bourgeois –to be unsympathetic

with oppressed peoples, to be more materialistic and snobbish, and to be more vain and

egotistical than man (Hatfield, E. and Sprecher, S. 1986). Also, women tend to care about

on how they look or on their physical appearance. It is important to them that they will

look good and be pleasant wherever they go, that's why women buy materials such as

cosmetics, clothing and accessories to enhance their look, not just the look but also to

satisfy themselves (Halliwell, E. and Dittmar, H. 2006).

49
Table 3.2. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to Type of School.

Mean Scores According toType of School

Public Private
Vanity Materialism Self- Vanity Materialism Self-
discrepancy discrepancy

Mean Score 47.5 48.26 45.53846 45.65 47.07 45.91667

The table shows the data gathered from the participants based on their type of

school. The total number of participants is 150, 78 of it came from public school and 72

came from private. In public school, there is an average vanity score of 47.5, average

materialism score of 48.26 and an average self-discrepancy (SD) score of 45.54. On the

other hand, private school students have an average vanity; materialism and SD score of

45.65, 47.07 and 45.91 respectively. Between the two types of school, public school

obtained a higher average of vanity, materialism and SD score.

The results show that public school students were more influenced by their

fixation with physical appearance and success than private school. Thus, making the

consumers spend their money for aesthetic value than the product's function or use

(Wang and Waller, 2016). According to Chang et. al (2011) materialism is a belief

wherein happiness is gain through material satisfaction, they can gain happiness through

the addiction of obtaining objects intended for outward desires or frustrations because of

the need to maintain them. The gathered data is parallel to Veblenian socio-psychological

model of Kotler (1979) which tells that more affluent people of the society would rather

underspend than overspend on conspicuous items since they would rather "fit in" than

50
"stand out". It shows that students in public schools who want to stand out in the society

have a higher percentage of easily getting upset if they cannot get what they want.

Table 3.3. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to Weekly Allowance.

Mean Scores According to Weekly Allowance

High Low
Vanity Materialism Self- Vanity Materialism Self-
discrepancy discrepancy

Mean Score 46.04 46.83 45.0303 47.67 49.35 47.05882

The table shows the gathered data from the participants based on their allowances.

High allowance ranges from PHP 301.00 and above and low allowance ranges from PHP

300.00 and below. Out of 150 participants, 99 respondents with high allowance hold an

average vanity score of 46.04, 46.83 for the average materialism score and an average

self-discrepancy score of 45.0303. On the other hand, 51 participants with low allowance

hold an average vanity, materialism and self-discrepancy score of 47.67, 49.35 and

47.05882.

Between high and low allowances, adolescents who have low allowance have the

greater average vanity, materialism and self-discrepancy score. The findings can be

explained by the statement of Richins (2011) wherein teenagers use possessions to

express who they are. The more they are less fortunate, the more they are material-

oriented. So, they accord more importance to possessions and money than those affluent

people. Also, the more susceptible teenagers are to peer influence, the more they compare

their possessions with those of their friends and the more materialistic they become

51
(Moschis et al, 2011). It is also noted that centrality group has more susceptible to

informational peer influence than to normative peer influence. This means, students in

this group tend to listen to peers or accept the information from peers. However, they

cannot yield to the needs of their friends such as buying the brand to be admired by the

group because of financial obstacles. This causes them to be upset when they cannot

achieve or reach their expectations and desires towards themselves.

Table 3.4. Mean Vanity, Materialism and Self Discrepancy Score of the respondent
according to age.

Mean Scores According to Age

Age Vanity Materialism Self-discrepancy
15 45.33 46.67 45.58
16 47.12 48.29 48.24
17 46.14 47.26 45.37
18 47.21 48.42 45.26
19 45.44 45.39 44.39
20 48.56 50.06 46.5

The table shows the data gathered from the students of Bacolod City, there are an

overall number of 150 respondents which was divided into different age groups. First, the

students from 15 years old has a total number of 24 respondents that have an average

vanity score of 45.33, 46.67 average materialism score and an average SD score of 45.58.

A total of number of 17 respondents aged 16 years old that have an average vanity score

of 47.12, 48.29 for average materialism score and an average score of 48.24 was

presented on the table. It also showed a total number of 35 respondents under the age of

17 that have a 46.14 average vanity score, 47.26 average materialism score and 45.37

average SD score, number of 38 respondents under 18 years old that have a 47.21

52
average vanity score, 48.42 average materialism score and an average SD score of 45.26,

total number of 18 respondents aged 19 years old that have 45.44 average vanity score,

45.39 average materialism score and 44.39 average SD score, and lastly a total number of

18 respondents under the age of 20 have an average vanity score of 48.56 , 50.06 for the

average materialism score and 46.50 for their average SD score.

Among the students, those who belong on the age of 20 years old are considered

to be the most vain and materialistic. However, they had the lower average score of self-

discrepancy than 16 years old students who have the highest. As per statistics from

American Society of Plastic Surgeons in 2014, female consumers aged 20 years old

mostly consumed cosmetics products to improve their physical appearance. Conversely

notable, male consumers are also concern about their physical appearance to attract

women. Irrespective of their culture and ethnicity, females across their age 20 years are

more conscious about body appearance and uniqueness. According to the survey of Chan,

K. (2008), 58% of respondents of this age agreed that they measure their success by the

things they own. It concludes that the adolescents below 20 years old have a high level of

materialism. Adolescents aged 16 years old are upset when they are dissatisfied with their

appearance. As the latest survey of Fallon, A. E., and Rozin, P. (1985), it shows that

every young adolescent are in diet because they think they are fat and unattractive.

53
Table 4.1. t-Test:Two-sample assuming unequal variances results for vanity between
male and female

Female Male
Mean 48.01204819 45.33333333
Variance 65.81692624 49.75757576
Observations 83 78
Hypothesized Mean Difference 0.95
Df 158
t Stat 1.445172997
P(T<=t) one-tail 0.075194858
t Critical one-tail 1.654554875
P(T<=t) two-tail 0.150389716
t Critical two-tail 1.975092073

To determine the significant difference in the level of vanity between male and

female students of Bacolod city, the researchers utilized the 2007 Microsoft tool pack and

the researchers got a result of 1.445172997 for the T stat and 1.975092073 for the t

critical. And because the t stat is less than the t critical, the null hypothesis was accepted

which indicates that there is no significant difference in the level of vanity between male

and female students of Bacolod City.

Table 4.2. t-Test:Two-sample assuming unequal variances results for materialism

between male and female

Female Male
Mean 48.38554217 47.32051282
Variance 59.77637379 49.38944389
Observations 83 78
Hypothesized Mean Difference 0.95
Df 159
t Stat 0.098877239
P(T<=t) one-tail 0.460680144
t Critical one-tail 1.654493503
P(T<=t) two-tail 0.921360288
t Critical two-tail 1.974996213

54
 The gathered data were tabulated and analyzed using the 2007 Microsoft excel

tool pack. t-Test: Two-Sample Assuming Unequal Variances was used to determine if

there is a significant difference in the level of materialism between male and female

students of Bacolod City. The researchers got a result of 0.098877239 for the T-stat and

1.974996213 for the t critical. And because the t-stat is less than the t critical, the

researchers accepted the null hypothesis which indicates that there is no significant

difference in the level of materialism between male and female students of Bacolod City.

Using the previous findings, there is no significant difference in the levels of

vanity and materialism between the male and female students in Bacolod City. Previous

studies have found that women were more prone to consumer vanity thus leading to them

being highly susceptible to materialism compared to men (Wu, 1997). Women’s

preoccupation with physical appearance involves the use of clothes and cosmetics to

emphasize their physical attributes, which causes them to spend more money buying

expensive goods to demonstrate their status (Chui & Sidin 2011). While men may buy a

3-in-1-shower product, women, who pay more attention to physical appearance, may

prefer numerous products targeting specific areas (Chang et. al, 2011). However, the 21st

century saw the rise of metropolitan young males showing great interest in men’s fashion,

cosmetic products, and personal care due to changes in lifestyle, employment, feminism,

and gay movements (Lee, 2004). Choosing to showcase their identity, power, success,

and value by spending good money in their physical appearance, metrosexual men may

help in minimizing the gap between males and females in terms of materialism (Pan &

Jamnia, 2015). The Philippines has also seen an increase in metro sexuality. Synovate

Inc’s 2004 study found that 58% of Filipino men surveyed said that looking good was

55
“very important” to them whereas 48% felt that they were “sexually attractive”. Metro

sexuality, usually referring to urban males, have found its way to provinces such as Rizal

where fishermen admitted to wearing custom-made masks to protect their faces, When

asked for their reason, one answered “Para proteksyon sa mga lamok, init ng araw -pag

malakas ang hangin nangingitim agad kami. Para pogi pa rin.” (Bautista, 2013). With

vanity products being marketed to Filipinos by the use of emotional advertisements that

trigger the consumers’ need to increase their social value, and with the Philippines seeing

a recent increase in metrosexuals, it is possible to assume that the discrepancy between

consumer vanity and materialism in males and females will not be significantly different,

diverging from the results of previous studies (Chang et al., 2011; Chui & Sidin, 2011;

Wang & Waller, 2006).

Table 4.3. t-Test:Two-sample assuming unequal variances results for vanity between high
and low allowances.

High Allowances Low Allowances

Mean 46.04040404 47.68627451
Variance 66.141208 55.61960784
Observations 99 51
Hypothesized Mean Difference 0.95
Df 109
t Stat -1.957448755
P(T<=t) one-tail 0.026425665
t Critical one-tail 1.658953458
P(T<=t) two-tail 0.05285133
t Critical two-tail 1.98196749

The gathered data were tabulated and analysed using the 2007 Microsoft excel

tool pack. t-Test: Two-Sample Assuming Unequal Variances was used to determine if

there is a significant difference in the level of materialism between students with low and

56
high allowance in Bacolod City. The researchers got a result of -2.74882052 for the T-

stat and 1.983731003 for the t critical. And because the t-stat is greater than the t critical,

the researchers will reject the null hypothesis which indicates that there is a significant

difference in the level of vanity between students with high and low allowances.

Table 4.4. t-Test:Two-sample assuming unequal variances results for materialism

between high and low allowances.

High Allowances Low Allowances

Mean 46.82828283 49.35294118
Variance 53.91919192 53.71294118
Observations 99 51
Hypothesized Mean Difference 0.95
Df 101
t Stat -2.74882052
P(T<=t) one-tail 0.00354316
t Critical one-tail 1.66008063
P(T<=t) two-tail 0.00708632
t Critical two-tail 1.983731003

On the other hand, to determine the significant difference between the level of

materialism and between students with high and low allowances. The researchers used

again the 2007 Microsoft tool pack and the researchers got a result of -1.957448755 for

the T stat and 1.98196749 for the t critical. And because the t stat is lesser than the t

critical, the researchers will accept the null hypothesis which indicates that there is no

significant difference in the level of vanity between students with high and low

allowances in Bacolod City.

Based on previous findings, there is a significant difference in the level of

materialism between students with high and low allowances. According to Chang et. al.

(2008), how physical appearance is viewed has a significant positive effect on all

57
dimensions of materialism, concerns about clothing, and use of cosmetics. And according

to the veblenian socio-psychological model of Kotler (1979), the model tells that more

affluent people of the society would rather underspend than overspend on conspicuous

items since they would rather "fit in" than "stand out". On the other hand, people who

aspire to be in a higher social class tend to purchase products just to show off which

could lead them to be materialistic individuals and it affects the domain of them which is

ought self and ideal self.

Table 5.1. Pearson’s r results between vanity and materialism as a whole.

Column 1 Column 2
Vanity 1 0.653651916
Materialism 0.653651916 1

The correlation between vanity and materialism was computed using the

Microsoft Excel 2007 data analysis tool pack. The calculated correlation coefficient is

0.653651916 indicating a strong positive connection between the variables. This implies

that if one variable increases or decreases, the other one will also increase or decrease.

The research findings show a resemblance to the studies of Krantz, 1987; Netemeyer et

al., 1995; Chang et al., 1999; Japson, Te and Valecina 2017 and Chang et al., (2011)

which exhibits that there is a strong positive relationship between vanity and materialism.

Thus, individuals who give high significance to physical appearance would likewise

score high in materialism. This means that for the sake of social benefits, power, rise in

self-esteem level and to elevate one’s charm and status, an individual observes and

spends more time in purchasing goods and products high in aesthetic value.

58
Table 5.2. Pearson’s r results between vanity and self-discrepancy as a whole.

Column 1 Column 2
Vanity 1 0.233099535
Self-discrepancy 0.233099535 1

The table above displays the calculated correlation coefficient between vanity and

self-discrepancy which is 0.233099535. This indicates a weak positive connection

between the variables. The data analysis findings supports the study of Yang (2001)

which states that people who give more importance on looks and shows off success by

acquiring things can cause internal anxiety in order to fit in. This conveys that individuals

are primarily influenced by the environment and socio-economic condition which

nurtures and set the standards to one-self. These factors makes them opt to place high

importance in looks and showing off success by materialistic possessions in order to meet

the self-made criteria.

Table 5.3. Pearson’s r results between materialism and self-discrepancy as a whole.

Column 1 Column 2
Materialism 1 0.267400644
Self-discrepancy 0.267400644 1

Using the Microsoft Excel 2007 for computing the correlation between

materialism and self-discrepancy, the result shows 0.267400644 indicating a weak

positive connection between materialism and self-discrepancy. The research finding

shows a similarity to the studies of Park & John, (2010); Roberts et al., (2014) and

Dittmar, (2005) which presents that there is a positive relationship between materialism

and self-discrepancy. This indicates that if an individual couldn't match other people’s

expectation, disappointment will arise resulting to a materialistic consumption.

59
 The tables above show the relationship between vanity and materialism, vanity

and self-discrepancy and materialism and self-discrepancy. In the correlation of vanity

and materialism, Pearson's R was used in the study. The research finding shows a

resemblance to the studies of Krantz, 1987; Netemeyer et al., 1995; Chang et al., 1999

and Japson, Te and Valecina 2017 which exhibits that there is a strong positive

relationship between vanity and materialism. Thus, individuals who give high

significance to physical appearance would likewise score high in materialism. This means

that for the sake of social benefits, power, raise in self-esteem and to elevate one’s charm

and status, an individual observes and spends more time in purchasing goods and

products high in aesthetic value.

The study of Yang (2001) states that people who give more importance on looks

and showing off success by acquiring things can cause internal anxiety in order to fit in.

This conveys that individuals are primarily influenced by the environment and socio-

economic condition which nurtures and set the standards to oneself. These factors makes

them opt to place high importance in looks and showing off success by materialistic

possessions in order to meet the self-made criteria. Therefore, this study shows that there

is a positive relationship between vanity and self-discrepancy, Pearson's R was used in

determining the correlation of the variables. To determine the correlation between

materialism and self-discrepancy, Pearson's r was used in the study. The research finding

shows a similarity to the studies of Park & John, 2010; Roberts et al., 2014 and Dittmar,

2005 which presents that there is a positive relationship between materialism and self-

discrepancy. This indicates that if a person's expectation wouldn't match to others, it will

cause disappointment and will result to materialistic consumption. This means that the

60
greater the upset cause by the disappointments the person tends to purchase more things

to reach that expectations and will lead that person to become materialistic.

Self-discrepancy

Path a Path b

p-value = .006 p-value= .045

Vanity Materialism
Path c (Path c’)

p-value= .000

(p-value= .000)

Figure 2: Results for the Mediation Test presented using the mediation model.

Regression analysis of Hayes, A. (2018) in IBM SPSS was used to investigate the

hypothesis that the self-discrepancy mediates the effect of vanity on materialism. The

results indicate a significant relationship on path c (X → Y), showing direct effect

between vanity (X) and materialism (Y) (p value =.000<.05). Path a (X→M) shows that

the vanity (X) was significant predictor of self-discrepancy (M) (p-value = .006 < .05).

Path b (M → Y) shows that the mediator (M) affects the outcome variable or materialism

61
(Y) and it is the significant predictor of materialism (p-value = .045<.05). Based on the

result of the multiple regression, path c' (X→Y) p value is equal to zero which indicates

that the effect of vanity on materialism is fully mediated by self-discrepancy.

Using previous findings as a basis, the researchers hypothesized that vanity and

materialism as a whole would have a significant relationship. The results were consistent

with the related literature and showed that there is a strong connection between physical

vanity, accomplishment vanity and possession-defined success ( Netemeyer et al. 1995).

The study of Chang (1999) reveals that physical appearance and materialism are

positively related and seeking after brand name products, customized products and

expecting acclaim all reveal that consumers utilize possession as a way to assess their

success. The study of Japson et al. (2007), their results indicated a significant relationship

on path c (X → Y), showing a significant direct effect between consumer vanity (X) and

materialism (Y) (p-value = .0027 < .05) which showed that Filipinos gave high

importance to physical appearance and personal achievement also scored high in

materialism. The significant relationship between materialism and self-discrepancy as a

whole were reliable with the related literature and presents that the fear of negative

evaluations from others is likely to lead to greater level of compulsive buying behavior

(Roberts et al., 2014). According to the 2015 study of Pozzatti regarding the domains of

self-discrepancy, this implies that the domain of self-discrepancy such as ideal, actual and

ought to self can lead a person to believe that if his/her expectation wouldn't match to

others, it will cause negative evaluations that will result to materialist consumptions.

Compulsive buying is motivated by failure to meet a certain standard in individual's self

that results in an urge to compensate acquiring material goods to symbolize the aspects

62
that we lack. Compulsive buyers have chronically high self-discrepancies (Dittmar,

2005). The significant relationship between self-discrepancy and vanity indicate that

when people failed in achieving their goals they believe that an important other has for

them, individual often experiencing shame (Piers and Singer, 1971). Placing high

importance in one’s looks and showing off success by materialistic possessions can cause

internal anxiety due to trends constantly changing which, in order to not fall behind, will

continuously be pursued (Yang, 2001). According to social learning theory, those who

care about how others view their physical appearance will spend time on it but, if they

lack the money to purchase the products, it will consequently lead to money anxiety

(Netemeyer et al., 1995; Chang et. al, 2011). Also the previous findings hypothesized by

the researchers that self-discrepancy would mediate the relationship between vanity and

materialism as a whole were not consistent with related literature because it shows that

the study of Japson et. al (2007) fails to mediate anxiety to vanity and materialism,

specifically by showing that anxiety has no relation with vanity. Same with the Cheng et

al. (2011) study, which they used fashion anxiety as the mediator and fails to mediate the

relationship between vanity and materialism.

63
 Chapter 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

The summary, conclusions and recommendations of the study are found in this

chapter. The significant points and findings of the study were presented in the summary

of the study, the conclusions made from the findings of the study were stated in the

second part of this section. Recommendations were presented in the last part of this

chapter.

Summary of Findings

1. Respondents of the study were all adolescents from Bacolod City, majority of

them were female, aged 15 to 20 years.

2. Majority of the population belongs to the private schools either secondary or

tertiary and has a high allowance.

3. Most adolescents purchase products for the purpose of necessity.

4. Quality is the top influencing factor that plays in the purchasing decision of the

adolescents.

5. Most students buy products only when it is necessary for them to do so.

6. In a month, most respondents purchase product 2 to 5 times.

7. Majority of the respondents have a high weekly allowance.

8. Within the context of weekly allowance, most spend 11 to 20 % of it for

purchasing products.

9. Students usually would buy apparel products.

10. Their main reason for purchasing a product is because it is a daily need.

64
11. One of the major factors that affect in the buying decision of the respondents is

the product’s price.

12. Female respondents have a higher mean level of vanity, materialism and self-

discrepancy.

13. In terms of type of school, the Respondents coming from the public school

obtained the higher mean level of vanity, materialism and self-discrepancy.

14. Students with low allowances were the ones that obtained a higher mean level

of vanity, materialism and self –discrepancy.

15. Students aged 20 years old obtained the highest mean level of vanity and

materialism, while students aged 16 years old obtained the highest result for

mean level of self-discrepancy.

16. There is no significant difference in the levels of both vanity and materialism

as a whole in terms of sex.

17. There is a significant difference in terms of the level of materialism between

low and high allowance students. However, there is no significant difference in

the level of vanity.

18. There is a strong positive correlation between vanity and materialism.

19. There is a weak positive correlation for the relationship of both vanity and

materialism to self-discrepancy.

20. The relationship between vanity and materialism is fully mediated by self-

discrepancy.

65
Conclusions

After the thorough data gathering and analysis of findings, it can be concluded

that there is no significant difference in the levels of both vanity and materialism as a

whole between male and female. The essence of metro-sexuality was used in the study,

concluding that the reason behind the insignificance was because males of today’s

generation have developed their value for physical appearance. There is a significant

difference in the level of materialism between high and low allowance. However, there is

no significant difference when it comes to the level of vanity. Strong positive significant

relationship was established between vanity and materialism. On the other hand, weak

positive significant relationship was established for the relationship of both vanity and

materialism to self-discrepancy. For the mediation, full mediation of self-discrepancy was

established in the study. Indicating that self-discrepancy can be used as an explanation for

the relationship between vanity and materialism.

66
Recommendations

For business owners, decision making is the course of action that is chosen by the

owners from a set of alternatives to achieve organizational or managerial objectives or

goals. And launching new products is one of the risky parts in a business that needs the

right course of action. These results may guide the owners in making the right decision to

create the products that will catch the attention and to satisfy the basic necessities of the

consumers.

For the marketers, the outcome of the study can be applied to the marketer's

planning. The use of attributes in drafting a positioning strategy or developing an

advertising campaign focusing on product attributes. Attributes can be used by the

marketers for their promotion to position the product in the mind of the consumer

according to his product's attributes or to change the perception the consumer currently

holds of either the attributes of the product category or of a specific brand. Important to

note is that perceptions that consumers hold of attributes often differ from the intended

meaning conveyed by the marketer through his advertisements.

For the consumers, the data in study shows a probable explanation behind one's

purchasing behavior especially for adolescents’ ages 15 - 20 years old. The results will

serve as a guide to the consumers to minimize their compulsive buying that has been

classified as "abnormal consumer behavior". The researchers recommend that they should

consider these factors in deciding the purchase of a product in order to develop

awareness, control and a better consumer decision.

67
 For the future researchers, it can serve as basis of their studies and it can also help

them to use it as their model in conducting their research which is in line with this study.

In addition, future researchers can investigate and categorize the results and the

implications of articles in each topic, as well as the theories that have been used or

applied in the study. To make also further research about consumer behavior and to come

up with a better understanding behind certain behaviors.

68
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 APPENDICES

A. Consent Form

INFORMED CONSENT

Purchasing Behavior Of Adolescents In Bacolod City

PRINCIPAL INVESTIGATORS
Renabelle C. Caga
Andrea Zena D. Gallego
Richard H. Capanas Jr.
May Joy S. Felisario
Kaye D. Fernandez
Rhein Rose A. Garcia
Jorgette Marie D. Guancia
Ginre Marie E. Iballa
Aliana Beth Montaño
Francince A. Padilla
Negros Occidental Highschool
Bacolod City
09293335236
alyxzandriatorres@gmail.com

PURPOSE OF STUDY

You are being asked to take part in a research study. Before you decide to participate in
this study, it is important that you understand why the research is being done and what it
will involve. Please read the following information carefully. Please ask the researcher if
there is anything that is not clear or if you need more information.

The purpose of this study is to better understand the reason behind the purchasing
behavior of adolescents within the locality of Bacolod.

STUDY PROCEDURES

The procedures of this study is first, we will ask you for your permission if you want to
participate in our study specifically answering the survey questionnaires by giving you
this consent form. Next, if you agree with the terms and conditions, we will proceed with
the survey proper. Answering of the survey form will take approximately 10 – 15
minutes. Picture taking are going to be used during the answering process.

77
BENEFITS

There will be no direct benefit to you or your participation in this study. However, we
hope that the information obtained from this study may yield to new information and
ideas that can be used in a more advanced study that can eventually benefit you in some
ways.

CONFIDENTIALITY

Your responses to this survey will be anonymous, or for the purposes of this research
study, your answers will be anonymous. Every effort will be made by the researcher to
preserve your confidentiality including the following:

 Assigning code names / numbers for participants that will be used on all research
notes and documents
 Keeping the survey questionnaires or any other identifying participant
information in a locked file cabinet in the personal possession of the researcher.

Participant data will be kept confidential except in cases where the researcher is legally
obliged to report specific incidents. These incidents include, but may not be limited to,
incidents of abuse and suicide risk.

CONTACT INFORMATION

If you have questions anytime about this study, or you experience adverse effects as the
result of participating in this study, you may contact the researcher whose contact
information is provided on the first page.

VOLUNTARY PARTICIPATION

Your participation in this study is voluntary. It is up to you to decide whether or not to

take part in this study. If you decided to take part in this study, you will be asked to sign a
consent form, you are still free to withdraw from the study before data collection is
completed, your data will be returned to you or destroyed.

78
 INFORMED CONSENT

This is an informed consent form for participants who are students from either public or
private schools and universities in Bacolod City ages 15-10 years old and are given or receives
weekly allowances.

I, the undersigned, confirm that (please tick box as appropriate):

1. I have read and understood the information about the project, as provided in the
Information Sheet dated ________________.

2. I have been given the opportunity to ask questions about the project and my
participation.
3. I voluntarily agree to participate in the project.
4. I understand I can withdraw at any time without giving reasons and that I will not be
penalised for withdrawing nor will I be questioned on why I have withdrawn.
5. The procedures regarding confidentiality have been clearly explained (e.g. use of
names, pseudonyms, anonymisation of data, etc.) to me.
6. If applicable, separate terms of consent for interviews, audio, video or other forms
of data collection have been explained and provided to me.
7. The use of the data in research, publications, sharing and archiving has been
explained to me.
8. I understand that other researchers will have access to this data only if they agree to
preserve the confidentiality of the data and if they agree to the terms I have specified
in this form.
9. Select only one of the following:
I would like my name used and understand what I have said or written as part of this
study will be used in reports, publications and other research outputs so that
anything I have contributed to this project can be recognised.

I do not want my name used in this project.

10. I, along with the Researcher, agree to sign and date this informed consent form.

Participant:

________________________ ___________________________ ________________

Name of Participant Signature Date

Researcher:

________________________ ___________________________ ________________

Name of Researcher Signature Date

79
 B. Survey Questionnaire

PURCHASING BEHAVIOR OF ADOLESCENTS IN BACOLOD CITY

Dear Respondent,

Thank you for consenting to participate in this research endeavour. Rest assured that all of the
information you will provide will be handled with utmost confidentiality and your identity will be kept
anonymous. This survey form is composed of three parts: the respondents’ profile and the questions
on the purchase references and the questions and table regarding consumer behavior. Please follow the
instructions carefully.

The Researchers

Part 1 RESPONDENT’S PROFILE

Please fill in the corresponding blanks.

Name (optional) _________________________________________ Age:

_________________________
School: _________________________________________________ Sex:
________________________

Part 2 PURCHASE PREFERENCES

Please check ALL that applies to you.
1. PURPOSE OF BUYING
1.1. Why do you buy a certain product?
[ ] Necessity [ ] Advertisement
[ ] Peer pressure [ ] To feel belongingness
[ ] Current trends [ ] Aesthetic value

2. PURCHASE DECISIONS
2.1 Where do you base your purchase decision?
[ ] Price [ ] Brand
[ ] Quality [ ] Current Trends
[ ] Appearance [ ] Peer's Suggestion

3. PURCHASING FREQUENCY
3.1. In a month, how often do you buy products?
[ ] Once a month [ ] Every weekdays
[ ] Twice a month [ ] Every weekend
[ ] Every week

80
[ ] Only when necessary (e.g. school projects/output
3.2. How many products do you often buy in a month?
[ ] 0-1 [ ] 2-5 [ ] 6 up
4. FINANCIAL CAPACITY
4.1. How much is your estimated allowance in a week?
[ ] Php 100.00 – 200.00 [ ] Php 301.00 – 400.00
[ ] Php 201.00 – 300.00 [ ] Php 401.00 – 500.00
[ ] others: (please specify) _____________________
4.2 Approximately what percentage of your allowance is intended for purchasing a product?
[ ] 5% - 10% [ ] 41% -50%
[ ] 11% - 20% [ ] 51% -60%
[ ] 21% - 30% [ ] 61% -70%
[ ] 31% - 40% [ ] 71% -80%

5. PRODUCT SELECTION
5.1. What kind of things you usually buy?
[ ] apparel [ ] others: please specify
___________________________________
[ ] cosmetics
5.2. What is/are the reasons of your choice in question no. 5.1?
[ ] I desire/want to have the product for [ ] I was influenced by the people around
self-satisfaction. me (esp. friends).

[ ] I bought those products for my daily [ ] I should be up-to-date to current trends.

needs.
[ ] I was influenced by the advertisements I
[ ] I am fond of collecting those products. have seen in television and in social
media.
6. PRODUCT EVALUATION
6.1. Rank which of the following do you consider in purchasing a product from highest to lowest?
(1 as the highest and 5 the lowest)
[ ] Aesthetic value
[ ] Functionality
[ ] Brand
[ ] Price
[ ] Product Trend

81
Part 3. Consumer Behavior
Encircle the corresponding level of agreement for every item.

1- Strongly Disagree 4- Agree

2- Disagree 5- Strongly Agree
3- Neutral

1. The way I look is extremely important to me. 5 4 3 2 1

2. How I look matters a lot to me. 5 4 3 2 1

3. I would feel embarrassed if I was around people and did not

5 4 3 2 1
look my best.

4. Looking my best is worth the effort. 5 4 3 2 1

5. It is important that I always look good. 5 4 3 2 1

6. People notice how attractive I am. 5 4 3 2 1

7. Others like the way I look. 5 4 3 2 1

8. People are envious of my good looks. 5 4 3 2 1

9. I am very good looking individual. 5 4 3 2 1

10. I have an ideal body type. 5 4 3 2 1

11. My body built is easy to look at and is admired by others. 5 4 3 2 1

12. Profession achievements are an obsession with me. 5 4 3 2 1

13. I want others to look up to me for my accomplishments. 5 4 3 2 1

14. I am more concerned with professional success than most

5 4 3 2 1
people I know

15. Achieving greater success than my peers is important to me. 5 4 3 2 1

16. I admire people who own expensive homes, cars, or clothes 5 4 3 2 1

17. Some of the most important achievements in life include

5 4 3 2 1
acquiring material possessions.

18. I do not place much emphasis on the amount of material objects

5 4 3 2 1
people own as a sign of success.

19. The things I own say a lot about how I am doing in life. 5 4 3 2 1
20. I like to own things that impress people. 5 4 3 2 1

21. I do not pay much attention to the material objects other people
5 4 3 2 1
own.

22. I usually buy only the things I need. 5 4 3 2 1

23. I try to keep my life simple, as far as possessions are

5 4 3 2 1
concerned.

24. The things I have won are not all that important to me. 5 4 3 2 1

25. I enjoy spending money on things that are not practical. 5 4 3 2 1

26. Buying things gives me a lot of pleasure. 5 4 3 2 1

27. I like a lot of luxury in my life. 5 4 3 2 1

28. I put less emphasis on material things than most people I know. 5 4 3 2 1

29. I have all the things I really need to enjoy life. 5 4 3 2 1

30. My life would be better if I owned certain things I do not have. 5 4 3 2 1

Table of Attributes

Aggressive Disinterested Liar Sentimental

Agreeable Disorderly Lively Serious
Artist Disrespectful Logic Shy
Authoritarian Effective Loudmouth Simple
Brilliant Energetic Moderate Spiritual
Calculating Entertaining Modern Spiteful
Calm Enthusiastic Modest Stable
Careful Envious Moral Submissive
Childish Fashionable Nasty Sweet
Clever Funny Nice Tolerant
Comic Grateful Normal Ungracious
Compulsive Hard Obedient Uncultivated
Crafty Helpful Open minded Unpredictable
Creative Humble Painful Unreliable
Cultivated Honest Perceptive Unwise
Curious Imitator Pessimistic Vain
Deceitful Independent Philosopher Wise
Delicate Insensitive Reliable
Disagreeable Kind Refined
Discreet Lazy Reasonable
Selfish

83
Think for a moment and make a list of the features you would like to possess ideally (whether or not
you think to possess them).
Ideal Self

Features I would like to have: Percentage:

For each desirable feature, indicate in the right column the extent to which you possess this feature,
the ideal being 100%. For example, if you have a generosity ideal and that you think to actually
possess this characteristic at 80% of your ideal, please write « Generous : 80% ».

Please encircle the answer.

Q1. How big is the discrepancy or difference between this ideal and the way you perceive yourself?

1 2 3 4 5

I feel very close I feel moderately I feel very far

to this ideal close to this ideal away to this ideal

Q2. How strong is the upset caused by this discrepancy?

1 2 3 4 5

I don’t feel upset I feel a moderate I feel an important

about this upset about this upset about this
discrepancy discrepancy discrepancy

Think for a moment and make a list of the features that are expected from you by your relatives
(regardless of whether or not you think you possess them).

84
 Ought Self

Features that the important people to me think I should have : Percentage:

For each desirable feature, indicate in the right column the extent to which you possess this feature,
the ideal being 100%. For example, if you think that your relatives have an ideal of generosity for
yourself and that you think to actually possess this characteristic at 80% of your ideal, please write «
Generous : 80% ».

Please encircle the answer.

Q1. How big is the discrepancy or difference between this ideal and the way you perceive yourself?

1 2 3 4 5

I feel very close I feel moderately I feel very far

to this ideal close to this ideal away to this ideal

Q2. How strong is the upset caused by this discrepancy?

1 2 3 4 5

I don’t feel upset I feel a moderate I feel an important

about this upset about this upset about this
discrepancy discrepancy discrepancy

85
Encircle the corresponding level of agreement for every item.

1-Strongly Disagree 4- Agree

2-Disagree 5- Strongly Agree
3-Neutral

31. Others wish they were as successful as me. 5 4 3 2 1

32. I am a good example of professional success. 5 4 3 2 1

33 I am an accomplished person. 5 4 3 2 1

34. My achievements are highly recognized by others. 5 4 3 2 1

35. In a professional sense, I am a very successful person. 5 4 3 2 1

36. I want my achievement to be recognized by others. 5 4 3 2 1

37. It sometimes bothers me quite a bit that I cannot afford to buy

5 4 3 2 1
all the things I would like.

38. I would be happier if I could afford to buy more things. 5 4 3 2 1

39. I would not be any happier if I owned nicer things. 5 4 3 2 1

40. The expectations of others have an impact in my life 5 4 3 2 1

31. The gap between my ideal and actual trait bothers me. 5 4 3 2 1

-----------nothing follows----------

86
C. Data Tabulation

Respondent # Sex Type of School Weekly Age

Allowances

1 2 3 5 20

2 2 3 6 18

3 2 3 6 18

4 2 3 6 18

5 2 4 6 16

6 2 3 6 17

7 2 4 5 15

8 2 4 6 20

9 2 4 5 20

10 2 4 6 18

11 2 3 6 18

12 2 3 6 18

13 2 4 6 15

14 2 3 6 17

15 2 3 6 17

16 2 3 5 17

17 2 3 5 17

18 2 3 6 16

19 2 4 5 16

20 2 4 6 20

21 2 4 6 20

87
22 2 4 6 17

23 2 4 6 18

24 2 3 6 18

25 2 3 6 17

26 2 3 5 19

27 2 3 6 19

28 2 3 5 19

29 2 3 5 15

30 2 4 5 15

31 2 4 6 18

32 2 4 5 18

33 2 3 6 15

34 2 3 6 16

35 2 3 6 17

36 2 4 6 15

37 2 4 6 20

38 2 3 6 20

39 2 3 5 17

40 2 4 6 16

41 2 3 5 19

42 2 3 5 19

43 2 4 5 15

44 2 4 6 17

45 2 4 6 18

88
46 2 4 6 18

47 2 4 6 18

48 2 3 6 18

49 2 4 6 20

50 2 4 5 20

51 2 4 5 16

52 2 3 6 17

53 2 4 6 17

54 2 4 6 18

55 2 4 6 18

56 2 4 5 18

57 2 3 6 19

58 2 4 5 20

59 2 4 6 15

60 2 4 6 19

61 2 3 5 15

62 2 4 6 15

63 2 3 5 19

64 2 4 6 15

65 2 3 5 16

66 2 3 5 17

67 2 4 6 17

68 2 4 5 16

69 2 4 6 18

89
70 2 4 6 18

71 2 3 6 17

72 2 3 6 15

73 2 4 6 15

74 2 4 5 20

75 2 3 5 15

76 2 3 6 19

77 2 3 5 16

78 2 4 5 16

79 2 4 6 15

80 2 4 6 20

81 2 4 6 15

82 2 3 6 17

83 2 4 6 17

84 1 4 6 15

85 1 3 5 18

86 1 4 6 15

87 1 3 5 15

88 1 3 6 19

89 1 3 5 19

90 1 3 6 15

91 1 4 6 20

92 1 3 6 20

93 1 4 6 15

90
94 1 4 6 17

95 1 4 6 16

96 1 4 5 18

97 1 4 6 18

98 1 4 6 18

99 1 3 6 17

100 1 3 6 17

101 1 4 5 19

102 1 3 6 19

103 1 3 6 19

104 1 3 5 15

105 1 4 6 16

106 1 4 6 17

107 1 4 5 17

108 1 4 5 15

109 1 3 6 15

110 1 3 5 18

111 1 3 6 18

112 1 3 6 16

113 1 4 5 17

114 1 3 6 20

115 1 4 6 20

116 1 4 6 20

117 1 4 6 18

91
118 1 4 6 16

119 1 3 6 17

120 1 3 6 17

121 1 4 6 17

122 1 3 6 18

123 1 3 6 19

124 1 4 6 18

125 1 4 5 17

126 1 4 6 17

127 1 3 5 16

128 1 3 6 18

129 1 4 6 18

130 1 3 5 18

131 1 3 6 17

132 1 4 6 18

133 1 4 6 20

134 1 4 5 18

135 1 3 5 18

136 1 3 6 19

137 1 3 5 18

138 1 3 6 16

139 1 4 5 16

140 1 4 6 18

141 1 4 5 17

92
 142 1 4 5 17

143 1 3 6 18

144 1 3 6 19

145 1 4 5 18

146 1 3 6 17

147 1 4 5 17

148 1 3 5 17

149 1 3 5 19

150 1 3 6 17

Table 6.2. Responses of the respondents using a 4-point Likert scale for vanity.

Respondent
# Vanity

1 4 4 5 4 4 4 5 4 4 5 4 4 5 4 4

2 3 3 1 2 2 2 3 3 3 3 3 3 1 2 2

3 4 4 5 3 4 3 4 5 4 3 4 4 5 3 4

4 1 1 1 1 1 2 4 5 5 4 1 1 1 1 1

5 4 3 3 4 3 2 3 3 4 4 4 3 3 4 3

6 2 3 4 5 5 5 4 5 4 5 2 3 4 5 5

7 3 3 3 2 2 3 2 3 4 2 3 3 3 2 2

8 3 3 3 4 5 3 3 4 4 3 3 3 3 4 5

9 4 4 3 4 5 3 3 5 5 5 4 4 3 4 5

10 2 2 1 3 4 1 5 5 5 4 2 2 1 3 4

11 3 4 3 3 3 2 3 1 1 1 3 4 3 3 3

93
12 3 3 2 3 4 3 3 4 4 1 3 3 2 3 4

13 3 3 2 3 3 3 3 3 3 3 3 3 2 3 3

14 3 3 3 5 5 3 5 3 5 3 3 3 3 5 5

15 3 3 3 3 3 3 3 4 2 1 3 3 3 3 3

16 1 4 1 3 3 4 5 5 5 3 1 4 1 3 3

17 3 3 1 1 1 1 5 5 5 4 3 3 1 1 1

18 2 3 1 1 1 2 3 3 3 2 2 3 1 1 1

19 4 4 3 4 3 3 5 4 3 2 4 4 3 4 3

20 1 3 3 5 5 1 5 3 4 5 1 3 3 5 5

21 4 3 3 3 4 3 4 3 3 3 4 3 3 3 4

22 2 3 2 4 4 3 3 3 4 4 2 3 2 4 4

23 3 2 2 3 2 1 3 4 2 5 3 2 2 3 2

24 2 3 1 2 3 2 2 3 2 1 2 3 1 2 3

25 2 3 2 3 3 2 4 3 4 2 2 3 2 3 3

26 4 3 2 3 4 4 3 4 3 5 4 3 2 3 4

27 2 3 1 2 2 2 3 2 4 5 2 3 1 2 2

28 3 3 2 3 3 2 3 2 4 4 3 3 2 3 3

29 1 1 1 1 1 1 4 4 3 2 1 1 1 1 1

30 3 4 2 2 3 3 3 4 3 2 3 4 2 2 3

31 3 3 2 2 3 3 2 2 3 3 3 3 2 2 3

32 3 3 3 3 3 3 4 4 2 2 3 3 3 3 3

33 3 3 3 4 4 4 2 3 2 3 3 3 3 4 4

34 3 2 2 2 2 2 2 2 3 2 3 2 2 2 2

35 3 3 1 3 2 2 3 3 2 1 3 3 1 3 2

94
36 3 3 3 3 3 3 4 3 2 3 3 3 3 3 3

37 3 4 2 3 3 3 3 3 3 3 3 4 2 3 3

38 1 1 1 3 2 2 2 4 1 1 1 1 1 3 2

39 4 4 3 3 3 4 2 2 2 2 4 4 3 3 3

40 2 2 1 3 4 1 5 5 5 4 2 2 1 3 4

41 3 3 3 3 2 2 3 2 3 3 3 3 3 3 2

42 2 3 2 2 2 2 2 2 2 2 2 3 2 2 2

43 3 4 3 3 4 4 3 3 3 3 3 4 3 3 4

44 3 3 1 1 5 3 5 2 2 3 3 3 1 1 5

45 2 2 1 5 5 1 4 5 5 5 2 2 1 5 5

46 2 2 1 2 1 1 4 5 5 5 2 2 1 2 1

47 3 4 2 4 4 3 2 4 3 5 3 4 2 4 4

48 3 3 3 4 4 3 3 3 4 4 3 3 3 4 4

49 3 4 3 4 4 3 3 3 4 4 3 4 3 4 4

50 3 3 2 1 2 2 5 5 5 4 3 3 2 1 2

51 5 4 4 5 3 5 4 5 5 4 5 4 4 5 3

52 4 4 5 4 5 4 5 5 4 4 4 4 5 4 5

53 1 2 2 1 3 3 4 1 1 3 1 2 2 1 3

54 5 4 3 4 5 4 3 4 5 4 5 4 3 4 5

55 3 5 3 3 2 3 2 4 5 5 3 5 3 3 2

56 2 4 2 1 2 2 4 4 4 5 2 4 2 1 2

57 3 3 1 3 1 1 5 3 3 3 3 3 1 3 1

58 4 4 3 3 3 3 3 3 3 2 4 4 3 3 3

59 2 2 1 1 4 1 5 5 3 1 2 2 1 1 4

95
60 3 3 1 2 2 2 2 4 3 2 3 3 1 2 2

61 3 4 2 3 3 3 4 4 4 3 3 4 2 3 3

62 3 2 1 3 5 3 3 4 2 3 3 2 1 3 5

63 3 2 1 3 2 3 2 4 3 2 3 2 1 3 2

64 2 3 2 3 2 2 3 3 3 2 2 3 2 3 2

65 3 3 3 3 3 2 3 3 4 4 3 3 3 3 3

66 3 3 1 3 3 3 1 1 2 1 3 3 1 3 3

67 3 3 2 3 2 3 3 4 3 2 3 3 2 3 2

68 3 3 2 3 2 2 2 4 2 3 3 3 2 3 2

69 3 3 1 5 3 3 4 3 4 3 3 3 1 5 3

70 1 2 1 1 3 3 2 2 3 2 1 2 1 1 3

71 3 3 4 3 4 3 2 1 1 1 3 3 4 3 4

72 3 3 1 1 2 1 1 1 1 1 3 3 1 1 2

73 5 5 3 4 3 3 4 5 3 4 5 5 3 4 3

74 3 3 4 4 3 4 3 4 2 4 3 3 4 4 3

75 3 2 3 1 5 3 3 2 3 3 3 2 3 1 5

76 3 3 1 5 3 3 4 3 4 3 3 3 1 5 3

77 3 5 5 5 5 3 4 4 3 1 3 5 5 5 5

78 2 3 3 1 1 1 2 5 3 5 2 3 3 1 1

79 3 2 2 2 2 2 2 3 3 3 3 2 2 2 2

80 3 4 3 3 3 3 3 4 3 4 3 4 3 3 3

81 3 3 2 3 3 2 2 4 3 3 3 3 2 3 3

82 2 2 2 2 2 1 3 3 3 2 2 2 2 2 2

83 4 4 5 4 5 5 3 3 3 4 4 4 5 4 5

96
84 1 1 1 1 1 1 1 5 1 5 1 1 1 1 1

85 1 1 1 1 1 2 1 4 5 5 1 1 1 1 1

86 3 4 2 3 3 2 2 2 2 3 3 4 2 3 3

87 3 2 3 1 3 3 4 2 3 2 3 2 3 1 3

88 3 3 1 2 1 1 4 3 3 3 3 3 1 2 1

89 3 3 2 2 2 1 3 4 4 4 3 3 2 2 2

90 3 3 1 2 4 2 2 1 1 2 3 3 1 2 4

91 1 1 1 1 1 1 1 5 1 5 1 1 1 1 1

92 1 2 1 2 1 2 4 4 4 4 1 2 1 2 1

93 3 4 2 3 3 3 3 3 1 2 3 4 2 3 3

94 1 2 1 3 2 1 2 3 2 1 1 2 1 3 2

95 2 1 1 1 1 1 4 3 4 3 2 1 1 1 1

96 3 4 2 3 3 3 3 2 3 4 3 4 2 3 3

97 2 2 2 1 1 1 3 2 1 1 2 2 2 1 1

98 4 4 3 3 3 3 3 3 3 3 4 4 3 3 3

99 2 3 2 2 2 2 3 3 5 4 2 3 2 2 2

100 2 3 2 1 1 1 3 1 2 2 2 3 2 1 1

101 4 3 2 2 3 3 2 2 2 3 4 3 2 2 3

102 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

103 3 5 1 4 3 3 5 3 5 3 3 5 1 4 3

104 2 2 1 3 5 3 3 3 3 2 2 2 1 3 5

105 2 3 2 3 3 2 2 4 3 2 2 3 2 3 3

106 3 3 3 3 3 2 5 5 5 4 3 3 3 3 3

107 2 2 1 3 2 3 4 4 3 2 2 2 1 3 2

97
108 2 3 3 3 2 3 3 2 5 5 2 3 3 3 2

109 1 3 1 1 5 1 5 4 4 4 1 3 1 1 5

110 4 1 2 3 3 2 1 2 3 5 4 1 2 3 3

111 2 3 2 2 3 2 4 4 2 4 2 3 2 2 3

112 3 3 3 3 4 4 3 2 2 3 3 3 3 3 4

113 3 3 2 2 2 2 3 4 2 4 3 3 2 2 2

114 3 3 3 3 2 3 3 3 3 3 3 3 3 3 2

115 1 2 1 2 3 2 3 2 2 2 1 2 1 2 3

116 1 1 1 1 1 1 3 4 2 2 1 1 1 1 1

117 2 2 2 3 2 2 3 3 1 1 2 2 2 3 2

118 3 3 2 2 2 2 3 3 2 2 3 3 2 2 2

119 2 3 2 2 2 2 3 2 3 2 2 3 2 2 2

120 4 4 5 4 4 4 5 4 4 5 4 4 5 4 4

121 3 3 1 3 2 2 2 3 2 2 3 3 1 3 2

122 3 3 2 2 2 2 3 3 1 1 3 3 2 2 2

123 3 2 1 3 2 1 4 1 2 1 3 2 1 3 2

124 3 3 2 3 2 2 3 2 3 3 3 3 2 3 2

125 3 3 1 3 4 4 4 3 3 2 3 3 1 3 4

126 3 3 4 3 3 3 3 4 4 4 3 3 4 3 3

127 3 3 3 2 2 2 2 3 3 4 3 3 3 2 2

128 3 4 3 4 2 2 3 3 2 3 3 4 3 4 2

129 3 3 2 2 2 2 5 4 5 5 3 3 2 2 2

130 3 3 1 3 3 3 5 4 3 4 3 3 1 3 3

131 3 3 2 2 2 2 3 4 3 3 3 3 2 2 2

98
132 4 4 3 3 3 3 3 4 4 4 4 4 3 3 3

133 3 3 3 4 4 3 4 3 4 3 3 3 3 4 4

134 2 3 3 2 3 3 3 3 4 4 2 3 3 2 3

135 3 3 3 3 4 3 3 3 2 3 3 3 3 3 4

136 3 3 1 3 2 2 3 2 3 2 3 3 1 3 2

137 3 4 4 4 3 3 4 4 4 4 3 4 4 4 3

138 3 4 3 2 2 3 4 4 3 3 3 4 3 2 2

139 3 3 2 3 3 3 4 2 4 4 3 3 2 3 3

140 3 3 2 2 2 2 2 4 3 4 3 3 2 2 2

141 2 3 2 2 2 2 3 3 5 4 2 3 2 2 2

142 3 3 3 3 2 2 3 4 4 4 3 3 3 3 2

143 3 2 3 3 3 3 3 4 3 3 3 2 3 3 3

144 4 5 3 5 5 3 4 3 3 2 4 5 3 5 5

145 3 3 2 2 1 1 4 3 3 2 3 3 2 2 1

146 3 4 3 3 2 2 3 3 3 2 3 4 3 3 2

147 3 3 3 3 3 3 4 3 3 1 3 3 3 3 3

148 2 3 2 2 3 2 2 2 3 2 2 3 2 2 3

149 3 3 2 3 4 2 4 4 4 3 3 3 2 3 4

150 5 4 3 4 5 4 3 4 5 4 5 4 3 4 5

99
Table 6.3. Responses of the respondents using a 4-point Likert scale for materialism.

Respondent
# Materialism

1 4 3 4 4 5 4 4 4 5 3 4 4 3 4 5

2 3 3 3 3 3 3 5 3 2 3 2 3 4 4 5

3 4 3 4 5 4 4 4 5 4 3 4 5 4 4 3

4 4 3 3 3 3 1 1 2 5 1 1 5 5 5 2

5 3 2 4 3 3 3 3 3 4 3 2 3 4 3 3

6 4 4 5 4 4 5 5 4 5 4 5 5 5 4 4

7 5 3 3 2 3 3 2 3 3 4 3 3 5 4 4

8 4 4 3 5 5 3 3 4 3 4 5 3 3 5 3

9 5 5 4 5 4 4 5 5 4 5 5 5 5 5 4

10 4 4 4 5 4 3 3 2 3 1 3 5 3 3 3

11 3 3 2 2 2 1 4 3 5 2 2 4 5 5 3

12 4 3 4 3 3 3 4 4 3 2 3 3 5 5 3

13 3 3 3 3 3 3 3 1 5 4 2 4 3 4 2

14 3 3 3 3 3 3 4 3 3 3 3 3 5 4 3

15 5 3 2 2 3 1 3 3 3 3 2 3 4 5 3

16 3 2 2 3 1 1 4 4 3 4 4 3 3 4 2

17 1 5 3 5 5 1 5 2 4 2 4 1 5 5 2

18 2 2 3 3 2 2 4 3 3 2 2 3 5 5 3

19 4 3 4 4 3 3 1 4 3 3 4 2 5 5 1

20 4 3 2 2 2 1 5 3 4 3 5 2 5 5 3

21 2 3 2 3 2 2 1 2 2 3 1 2 5 3 4

100
22 5 3 2 3 1 1 3 3 3 4 1 5 3 5 1

23 4 5 5 4 3 4 4 3 5 5 2 5 5 3 2

24 4 2 2 2 2 2 3 2 5 2 1 5 4 3 2

25 3 2 2 3 2 2 2 2 4 3 2 4 4 4 3

26 4 2 3 3 2 2 4 4 3 3 3 4 4 4 3

27 2 2 2 3 2 1 1 2 3 3 2 3 5 4 3

28 3 3 2 3 2 2 1 2 2 3 2 3 5 4 3

29 3 1 2 1 1 1 4 3 2 2 1 2 4 4 3

30 5 4 3 3 3 3 4 4 4 4 3 4 5 4 4

31 3 3 3 3 2 3 4 3 3 2 2 3 3 3 3

32 4 3 3 3 3 3 4 3 2 3 4 3 3 3 2

33 4 3 3 3 3 3 4 3 3 3 3 3 4 4 3

34 4 2 3 3 3 3 2 2 3 3 3 3 2 4 3

35 3 2 4 3 3 2 2 3 4 3 3 4 4 4 3

36 5 3 3 3 3 2 2 3 3 3 2 4 3 4 2

37 4 3 3 3 3 3 3 3 4 4 3 3 4 4 4

38 5 3 3 3 3 2 4 2 4 2 3 4 4 4 2

39 4 3 3 3 4 3 4 2 4 3 3 2 4 4 2

40 4 4 4 5 4 3 3 2 3 1 3 5 3 3 3

41 4 3 3 4 3 3 4 3 3 3 3 2 3 3 2

42 2 2 2 2 2 2 2 2 3 3 2 2 4 4 3

43 2 3 2 3 2 2 4 4 3 4 1 3 5 4 3

44 4 2 3 3 2 1 3 2 1 3 3 3 5 5 5

45 5 4 3 3 3 2 5 3 2 2 4 3 5 3 5

101
46 5 4 3 3 3 2 5 3 2 2 4 3 5 3 5

47 5 2 2 1 2 1 5 4 3 4 3 5 5 5 3

48 4 4 3 3 3 3 1 2 2 3 3 4 5 5 4

49 5 5 4 4 4 4 1 2 3 3 3 3 5 5 2

50 5 5 5 5 5 5 5 3 4 3 1 2 5 4 5

51 5 5 5 4 4 4 5 5 5 5 5 5 5 5 5

52 5 4 4 4 5 4 4 4 5 5 4 4 4 5 4

53 1 3 1 1 1 1 3 2 3 4 1 5 5 5 3

54 5 5 5 4 4 5 1 5 5 5 5 4 5 5 4

55 3 3 3 3 3 3 3 3 3 5 5 5 3 5 5

56 5 5 3 3 3 3 5 4 4 3 3 4 3 2 2

57 3 2 2 4 2 2 3 2 2 5 4 4 3 4 3

58 3 2 3 3 3 3 3 3 3 4 4 4 4 3 2

59 4 3 3 3 2 1 3 3 3 5 3 4 2 3 2

60 3 3 3 4 3 3 4 4 2 2 1 4 2 4 1

61 4 4 4 4 4 4 5 4 3 3 3 4 5 5 4

62 3 3 3 4 3 2 5 4 4 3 3 3 4 4 2

63 5 3 4 2 2 2 4 4 3 2 3 3 3 3 4

64 4 3 3 3 3 2 4 3 3 4 3 3 4 5 3

65 4 4 3 3 4 3 4 3 3 3 4 3 3 3 2

66 1 3 4 2 3 2 2 2 2 1 1 3 4 5 4

67 2 2 2 3 2 2 5 4 3 3 2 3 3 4 3

68 4 3 3 3 3 3 3 3 4 2 2 4 4 4 3

69 3 3 3 3 3 1 2 2 3 2 1 3 5 3 2

102
70 2 3 2 2 3 2 2 2 4 3 2 5 5 5 3

71 1 3 3 3 4 3 2 1 1 3 3 3 2 1 4

72 3 1 1 2 1 1 1 1 5 5 3 4 5 5 5

73 5 5 5 5 4 4 3 2 3 2 4 4 5 5 2

74 3 4 3 4 4 4 2 4 3 3 4 3 2 3 5

75 1 3 2 4 3 3 5 3 4 5 2 3 5 5 3

76 3 3 3 3 3 1 2 2 3 2 1 3 5 3 2

77 1 3 4 5 5 4 5 4 3 1 2 5 4 3 2

78 3 1 1 2 1 1 5 5 1 5 3 3 5 3 3

79 4 3 3 3 3 4 2 3 3 3 3 4 5 5 3

80 5 2 3 2 2 3 4 2 2 4 2 3 3 3 2

81 3 3 3 3 3 3 3 3 3 3 2 3 2 3 3

82 3 3 2 4 2 2 5 2 2 2 1 2 5 5 1

83 2 2 3 3 3 3 2 2 4 3 3 3 3 3 3

84 5 1 1 1 1 1 3 4 1 5 5 1 1 3 1

85 3 3 2 3 2 3 4 4 3 4 3 1 4 3 4

86 3 2 3 3 2 4 2 3 3 3 2 3 5 4 3

87 4 2 3 3 3 2 4 3 3 2 3 3 3 3 3

88 3 2 2 2 2 2 4 3 4 3 3 4 4 4 3

89 4 3 2 3 3 2 4 4 4 3 5 5 5 5 5

90 3 3 2 3 1 1 2 2 4 2 1 4 2 3 3

91 5 1 1 1 1 1 3 4 1 5 5 1 1 3 1

92 4 2 2 2 2 1 1 2 2 3 2 3 5 4 3

93 4 2 3 3 2 3 2 1 5 1 1 4 2 4 2

103
94 3 1 3 3 2 2 2 3 3 2 2 3 3 3 2

95 3 2 2 2 3 1 3 2 4 4 3 3 2 3 5

96 3 3 3 3 3 3 2 2 3 3 3 4 5 5 5

97 1 1 1 1 1 1 3 1 5 5 1 5 5 5 5

98 2 3 3 3 2 2 2 2 4 3 2 3 4 4 3

99 3 3 3 4 3 3 3 3 3 4 2 4 3 3 5

100 2 3 2 3 3 3 3 3 4 2 1 1 1 4 3

101 3 4 4 4 4 4 3 3 4 3 5 2 3 3 4

102 2 3 2 2 3 3 3 3 3 3 3 2 3 2 2

103 3 5 3 4 3 3 5 4 5 4 3 4 5 4 3

104 3 3 3 3 3 2 4 3 3 3 2 3 5 3 2

105 3 3 3 3 3 3 4 3 2 3 3 3 5 5 4

106 5 3 3 3 3 3 4 3 5 5 4 3 5 4 1

107 3 3 2 3 3 2 5 3 2 3 2 2 5 5 5

108 4 3 2 2 3 2 5 5 5 2 2 1 5 5 5

109 4 3 3 3 3 1 3 2 5 5 2 3 5 5 3

110 2 4 2 3 3 5 4 3 2 5 5 4 3 5 5

111 2 2 3 3 3 3 3 4 2 4 2 4 5 5 2

112 2 3 2 3 3 3 2 4 4 4 4 3 4 4 3

113 4 2 2 3 2 3 3 4 2 4 2 4 5 5 2

114 3 3 3 5 4 3 4 4 3 3 3 3 3 3 3

115 3 3 3 3 3 2 5 4 3 3 4 3 5 4 4

116 1 1 1 1 2 1 3 2 4 2 2 4 3 4 3

117 1 3 3 3 3 3 1 1 5 2 2 5 5 4 3

104
118 3 3 3 4 3 2 2 3 4 3 2 4 4 4 4

119 2 2 2 2 2 2 4 3 3 3 2 4 4 5 5

120 4 3 4 4 5 4 4 4 5 3 4 4 3 4 5

121 4 3 4 3 2 2 4 4 3 4 2 5 5 5 2

122 3 3 2 3 3 2 2 2 4 3 2 4 4 4 2

123 2 2 2 3 2 1 2 3 3 3 2 4 4 4 3

124 3 3 2 2 2 2 3 3 3 3 2 2 4 3 3

125 4 4 4 4 4 2 5 5 2 2 2 3 2 2 2

126 3 3 3 3 4 3 4 4 3 3 3 3 2 2 4

127 3 2 2 3 2 2 2 2 4 2 2 3 4 3 2

128 3 3 3 3 3 3 4 3 4 4 3 2 5 5 4

129 4 4 4 4 4 2 3 3 5 3 2 2 5 5 2

130 5 3 3 3 1 1 5 3 3 4 4 4 4 4 3

131 2 3 2 3 2 2 2 2 2 4 2 4 5 4 4

132 3 3 3 3 3 2 1 1 5 2 1 4 5 5 3

133 3 4 5 4 5 4 5 4 4 5 5 5 5 5 3

134 3 2 3 3 3 4 2 2 2 3 3 4 5 5 3

135 4 4 4 4 4 3 3 3 3 4 3 3 4 4 3

136 3 3 3 3 3 2 3 3 4 2 2 4 5 5 2

137 4 4 4 4 4 3 2 4 3 4 4 4 2 3 2

138 3 3 3 2 2 3 4 3 3 4 2 3 2 3 1

139 4 3 3 4 4 4 5 5 4 3 5 4 5 5 2

140 4 3 4 3 2 2 4 4 3 4 3 3 2 3 3

141 3 3 3 4 3 3 3 3 3 4 2 4 3 3 5

105
 142 4 4 4 4 4 3 4 4 4 4 4 2 3 3 2

143 4 2 2 2 2 2 3 4 3 4 2 3 2 4 2

144 3 5 3 3 3 3 3 3 3 5 3 3 3 2 3

145 3 3 3 3 3 3 2 3 3 4 3 3 2 4 2

146 3 3 3 3 3 2 3 2 4 4 3 3 3 3 3

147 3 3 3 3 3 3 3 2 5 3 1 4 4 4 1

148 2 2 2 2 2 2 4 3 4 4 2 3 5 4 2

149 4 3 3 3 3 2 4 3 3 2 4 3 4 3 3

150 5 5 5 4 4 5 1 5 5 5 5 4 5 5 4

Table 6.4. Responses of the respondents using a 4-point Likert scale for self-discrepancy.

Respondent
# Self-discrepancy

1 4 5 4 4 4 4 5 4 4 1 1 1 1 4 1

2 3 3 3 3 5 3 3 4 4 3 3 2 2 4 3

3 4 3 4 3 4 5 4 3 4 1 5 5 1 4 1

4 3 3 4 2 2 2 2 4 3 4 3 5 3 3 1

5 1 2 3 3 4 4 4 4 3 5 1 4 3 4 1

6 4 4 5 5 3 5 5 4 5 2 1 2 2 5 2

7 3 3 3 3 4 3 3 4 4 3 4 3 4 4 3

8 3 4 5 3 3 3 4 4 3 3 2 3 2 3 3

9 5 5 4 4 3 5 3 5 5 2 3 2 3 5 2

10 3 3 3 3 4 4 2 3 5 2 3 3 4 5 2

106
11 1 5 5 4 1 1 2 3 3 3 4 4 1 3 1

12 1 4 3 4 3 2 3 4 4 3 3 3 3 4 3

13 3 3 3 3 3 3 2 3 3 2 5 4 4 3 2

14 2 4 2 3 2 4 3 4 4 3 2 3 1 4 3

15 2 3 2 2 2 4 3 5 3 3 2 3 1 3 3

16 3 4 4 3 5 4 5 5 5 3 4 4 4 5 3

17 2 2 1 4 4 2 2 4 4 5 3 3 3 4 5

18 2 2 3 3 5 4 4 4 3 3 3 3 1 3 3

19 1 2 1 4 5 2 3 5 5 4 1 2 1 5 1

20 3 1 3 3 2 5 3 5 5 3 5 3 1 5 3

21 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3

22 1 3 4 3 5 3 3 4 2 3 4 1 3 2 4

23 1 5 1 3 1 4 3 4 4 2 4 2 3 4 2

24 1 3 1 3 2 4 2 3 3 4 3 4 2 3 4

25 2 3 3 4 3 4 2 4 3 4 3 3 2 3 4

26 4 3 4 4 2 4 3 4 3 3 1 5 3 3 3

27 2 3 2 3 3 2 2 4 2 3 1 3 1 2 3

28 2 3 2 3 4 2 5 3 2 3 4 3 5 2 3

29 3 3 3 3 2 2 3 3 2 4 4 3 3 5 4

30 4 4 3 3 3 3 3 5 5 3 3 3 1 5 3

31 2 4 3 3 2 3 3 3 5 5 1 2 1 5 5

32 2 3 4 2 2 4 3 3 3 3 2 1 1 3 3

33 3 2 2 2 2 4 3 5 3 4 4 5 3 3 4

34 3 3 3 3 2 4 3 4 4 3 3 5 3 4 3

107
35 2 3 2 4 2 2 2 3 4 3 2 3 1 4 3

36 2 3 2 4 4 2 3 2 2 5 3 3 3 2 5

37 3 3 3 4 3 3 3 4 4 3 3 3 3 4 3

38 2 3 3 4 4 2 3 4 3 3 1 5 4 3 3

39 2 2 2 4 4 2 2 3 3 2 5 3 3 4 4

40 3 3 3 3 4 4 2 3 5 2 3 3 4 5 2

41 3 3 4 3 2 3 3 2 2 3 5 3 1 2 3

42 3 2 1 2 3 5 4 5 2 3 2 3 3 2 3

43 2 3 2 3 3 4 3 3 4 3 3 4 4 4 3

44 3 3 3 4 5 3 3 3 2 3 4 4 1 2 1

45 1 3 5 3 2 2 2 5 5 4 1 4 3 5 1

46 1 3 5 3 2 2 2 5 5 1 5 1 1 5 1

47 3 2 2 2 3 2 2 4 3 2 3 3 3 3 2

48 1 3 3 3 4 3 3 3 4 2 3 2 5 4 2

49 2 4 4 3 4 4 3 4 4 1 3 1 3 4 1

50 1 4 5 3 3 4 1 5 5 2 3 1 3 5 2

51 5 5 5 5 5 5 5 5 5 1 5 1 3 5 1

52 4 4 5 5 5 4 4 4 4 2 4 3 2 4 2

53 4 4 1 3 4 1 2 3 2 4 3 2 3 2 4

54 1 5 4 4 5 5 1 5 4 1 1 3 5 4 1

55 2 5 3 3 3 5 4 5 4 5 3 3 1 4 1

56 3 3 3 2 2 3 2 3 2 1 4 1 3 2 1

57 4 3 4 2 2 3 2 2 3 4 4 2 3 3 1

58 2 3 3 3 3 2 2 2 3 2 3 2 3 3 2

108
59 4 4 3 2 2 3 3 4 4 4 3 5 3 4 4

60 4 5 3 4 3 2 3 2 4 4 3 4 3 4 4

61 2 3 3 3 3 4 3 4 3 2 2 1 2 3 2

62 4 3 2 3 2 4 4 5 5 2 2 3 2 5 2

63 3 4 3 3 2 3 3 4 4 3 2 3 2 4 3

64 2 3 2 3 3 2 3 4 3 2 4 3 4 3 2

65 3 4 3 3 4 3 3 3 3 3 3 4 3 3 3

66 5 4 1 3 3 3 1 5 4 3 2 3 2 1 3

67 2 3 4 3 5 3 4 3 4 5 1 5 3 4 5

68 2 3 3 3 4 3 3 3 3 2 2 2 2 3 2

69 5 3 3 3 3 3 1 2 4 4 4 3 3 4 4

70 3 3 3 3 5 3 3 4 4 5 3 5 3 4 5

71 4 5 4 1 3 4 3 1 3 5 1 5 1 3 5

72 3 1 2 3 4 3 3 3 3 3 3 5 4 3 3

73 1 2 3 3 2 2 2 3 3 2 2 3 3 3 2

74 4 3 4 3 3 3 4 4 4 2 2 3 2 4 2

75 1 4 3 4 5 5 4 5 3 3 3 3 3 3 3

76 5 3 3 3 3 3 4 2 4 4 4 1 1 4 4

77 2 3 3 4 3 4 4 3 4 3 3 3 3 4 3

78 2 5 5 4 4 5 3 5 5 3 3 3 3 5 3

79 2 2 2 3 4 3 3 4 3 3 3 3 3 3 3

80 2 2 2 2 3 4 3 4 2 5 4 4 3 2 3

81 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3

82 4 5 3 2 5 2 2 3 4 4 4 3 3 4 4

109
83 3 2 4 2 4 2 3 3 5 3 2 3 3 5 3

84 5 1 3 1 1 5 1 5 5 5 3 5 3 5 5

85 3 3 3 4 5 5 5 5 4 2 4 2 3 4 2

86 4 3 3 3 4 2 4 2 4 3 3 1 1 4 3

87 3 3 3 3 2 3 2 5 4 3 3 3 3 4 3

88 2 3 2 3 3 3 3 3 4 3 3 3 3 4 3

89 3 4 4 3 4 5 3 5 5 3 3 3 3 5 3

90 1 2 2 4 2 2 2 2 2 3 1 2 1 2 3

91 5 1 3 1 1 5 1 5 5 5 3 5 3 5 5

92 1 2 1 3 3 1 1 2 3 3 1 3 1 3 3

93 2 2 1 5 4 2 4 1 2 3 1 3 1 2 3

94 2 3 3 4 5 1 1 1 3 3 1 3 3 3 3

95 3 3 3 4 4 3 3 3 3 3 3 3 3 3 3

96 3 3 2 3 4 3 3 3 3 3 3 5 3 3 3

97 3 3 1 3 4 3 4 2 5 3 3 5 3 5 3

98 2 2 2 3 4 3 3 3 3 3 3 3 3 3 3

99 2 4 3 3 2 2 3 4 5 3 3 3 3 5 3

100 3 2 2 3 3 3 3 3 3 3 1 3 1 3 3

101 4 4 3 3 4 2 3 3 3 2 3 2 3 3 2

102 2 2 3 3 3 3 3 3 2 3 2 3 2 2 3

103 1 1 1 4 4 4 2 4 4 3 3 3 5 4 3

104 3 2 2 3 3 3 3 5 4 3 5 3 3 4 3

105 3 3 2 2 2 2 3 2 3 5 3 5 5 3 5

106 1 1 5 2 5 4 2 5 3 1 1 3 3 3 1

110
107 2 2 2 4 4 4 3 4 2 2 2 1 2 2 2

108 2 3 3 3 3 4 3 5 3 1 3 3 3 3 1

109 1 5 3 1 4 3 3 4 5 3 2 4 3 5 3

110 4 5 5 5 5 5 5 5 5 3 1 1 5 5 3

111 1 2 2 2 3 4 2 4 4 1 5 2 1 4 1

112 3 3 3 4 3 4 4 4 4 3 3 2 1 4 3

113 1 2 2 2 3 4 2 4 4 1 1 3 3 4 1

114 3 3 3 3 5 3 2 5 4 4 3 3 3 4 4

115 2 3 4 3 3 4 3 4 3 4 3 3 1 3 4

116 1 2 2 3 3 3 3 4 4 3 3 3 1 4 3

117 1 1 1 5 4 1 1 1 1 2 1 3 3 1 2

118 3 3 3 3 4 3 3 3 3 3 3 3 3 3 3

119 4 3 2 4 2 3 3 3 3 3 3 1 1 3 3

120 4 5 4 4 4 4 5 4 4 1 1 1 1 4 1

121 1 3 1 2 2 3 2 2 3 3 1 3 1 3 3

122 2 3 2 4 4 2 5 2 2 3 1 2 1 2 3

123 2 2 3 3 3 3 2 3 2 1 1 3 1 2 1

124 4 4 3 3 3 4 3 4 3 3 1 3 3 3 3

125 2 4 5 2 3 4 3 2 2 3 1 3 1 2 3

126 5 3 4 4 4 3 3 3 3 3 5 3 5 3 3

127 2 2 2 4 4 2 3 3 3 3 1 4 2 3 3

128 3 4 2 4 5 1 2 2 3 3 1 1 1 3 3

129 2 5 3 4 5 2 3 5 4 1 1 3 3 4 1

130 3 3 4 3 4 4 1 4 3 2 5 3 3 3 2

111
131 3 2 2 3 4 2 3 3 2 2 4 2 4 2 2

132 1 1 2 3 5 2 1 1 1 2 3 3 4 1 2

133 3 5 4 3 3 4 3 4 4 1 4 2 4 4 1

134 3 3 3 3 3 5 3 3 4 4 4 3 1 4 4

135 3 4 3 3 4 3 3 4 3 2 3 2 4 3 2

136 2 3 2 4 5 3 3 4 3 3 3 1 2 3 3

137 4 4 4 2 4 4 3 4 4 2 3 1 4 4 2

138 3 5 4 1 2 4 5 5 5 3 4 3 4 5 3

139 2 3 3 2 4 4 2 4 3 2 5 1 5 3 2

140 2 3 3 3 4 4 4 4 4 1 1 1 1 4 1

141 2 4 3 3 2 2 3 4 5 3 3 3 3 5 3

142 3 4 4 3 3 4 3 4 4 1 2 3 3 4 1

143 4 4 4 3 4 2 2 3 3 4 3 4 3 3 4

144 3 4 3 3 4 3 1 4 5 1 1 2 1 5 1

145 3 4 2 3 2 3 3 3 4 5 5 3 3 4 5

146 3 3 3 3 3 3 3 3 3 4 2 3 3 3 4

147 1 1 1 1 3 3 3 3 3 5 5 3 3 3 5

148 1 3 3 3 2 4 3 4 4 4 3 5 2 4 4

149 3 4 4 2 3 3 3 3 4 3 3 3 3 4 3

150 1 5 4 4 5 5 1 5 4 1 1 3 5 4 1

112