Confirmation of Candidature - When the Going Gets Tough, the Tough, Get Going: Impact of Materialism Stress, Personality, and Coping Strategies on Resilience of Lower-End Consumers in Pakistan

With the advent of consumerism in Pakistan, economically constrained consumers are facing an uphill challenge of `keeping up' with the society. So far, no study has been conducted to understand how these consumers have responded to this change and how the environment has molded their consumption habits. The goal of this study is to examine the relationship between economic liability and value attached to consumption activities and identify the coping strategies that these consumers have adopted.

For more information, please email the Graduate Research School or phone 0746 311088.