The Effect of self-discrepancy on Materialism: Mediating effect of fear of negative evaluation and Face Sensitivity

Objectives This study aimed to explore the mediating effect of negative evaluation and face sensitivity in the relationship between self-discrepancy by college students and materialism. Methods From December 4, 2023 to December 15, 2023, 369 male and female college students who voluntarily participated in the study collected survey data on variables related to self-discrepancy, fear of negative evaluation, face sensitivity, and materialism. after collected survey data, descriptive statistics analysis, reliability analysis, correlation analysis, and mediating effect analysis were performed using SPSS 28.0 and AMOS 28.0 programs, and bootstrapping was performed to verify the significance of indirect effects. Results The main research finding were as follow: First, self-discrepancy, fear of negative evaluation, face sensitivity, and materialism showed positive correlation. Second, the partial mediating effect of face sensitivity was confirmed in the relationship between self-discrepancy and materialism. Third, the double mediating effect of fear of negative evaluation and face sensitivity was confirmed in the relationship between self-discrepancy and materialism. Conclusions This study can be used to help understand of the process in which college students who highly perceive self-discrepancy experience materialism and by revealing the internal mechanisms of fear of negative evaluation and face sensitivity that mediate this relationship, presented evidence to organize counseling goals and programs for a client who have complain of pain due to highly materialism.