SELF-MONITORING AS A PERSONALITY CORRELATE OF MATERIALISM - AN INVESTIGATION OF RELATED COGNITIVE ORIENTATION

For a sample of 170 undergraduate students, scores on Snyder's Self-mo nitoring scale were correlated .85 with scores on Richins and Dawson's Materialism scale. This suggests that the constructs reflect a simila r externally focused cognitive orientation. In addition, stepwise regr ession indicated that variance in Self-monitoring scores is explained largely by the success and centrality components of Materialism. Since these components entail a characteristic use of external contextual c ues, their predictive efficacy lends further support to an explanation of construct relationship grounded in individuals' cognitive orientat ion.