Splurge purchases and materialism

Purpose – This exploratory research aims to investigate the consumer splurge purchase and compare characteristics about the splurge purchase for high‐materialism consumers versus low‐materialism consumers. Design/methodology/approach – The study sample was a convenience sample of adults over 25 years old and the sample consisted of 107 adults. Data were collected using two methods: an audiotaped, personal interview captured participants' reflections on a recent splurge purchase and a questionnaire which was administered with scales that are well established in the literature. Findings – A content analysis of consumers' definitions of splurges revealed ten themes including that the purchase is: desired yet not necessary, self‐indulgent, outside the normal purchase, and loosely spending money. High‐materialism consumers were more likely, than low‐materialism consumers, to splurge on items that were displayed on the person and were more likely to describe their splurge as expensive. When reflecting back on their splurge purchase, high‐materialism consumers felt significantly more irresponsible and guilty than did low‐materialism consumers. Originality/value – The results of the study suggest that consumers do classify some of their purchases as splurges, can reflect on a recent splurge, and have present feelings about past splurge purchases. These feelings do differ between high and low materialism consumers.