Product status signaling as mediator between materialism and product satisfaction of Saudis and Malaysians

We investigated the mediating role of product status signaling in the relationship between materialism and product satisfaction of Saudi and Malaysian adults. We performed structural equation modeling to analyze data from 894 Generations X and Y participants in Malaysia and Saudi Arabia, who responded to a self-administered survey. Contrary to previous research findings both from Malaysia, and from North American and other Western-culture samples, there were positive significant direct effects of materialism on product satisfaction for consumers in both countries. The results of the mediating effect (materialistic values —> product status signaling —> product satisfaction) indicated that, for Saudis, the effect was positive and moderate in strength, whereas for Malaysians, the effect was positive and strong. The overall results showed that product status signaling acted as a partial mediator in the relationship between materialistic values and product satisfaction. On the basis of these results, it is important for marketers to understand that both Malaysian and Saudi consumers—Saudis in particular—tend to rely, and focus, on the symbolic meanings attached to products that will only be successfully communicated if the symbolism in the product is socially and visibly recognized by these consumers. Suggestions for future research are offered.