Association between Peer Pressure and Affluenza among Young Indian Adults

Description

DOI: https://doi.org/10.5281/zenodo.19567343

Vinod (Department of Psychology, GPGCW Rohtak, Haryana)

The present study examined the relationship between peer pressure and affluenza and explored how peer influence contributes to different dimensions of affluenza, including gasconading, materialism, shopaholism, fiscal exigency, and distress. Affluenza refers to a social and psychological condition characterized by excessive materialism, compulsive consumption, financial strain, and emotional discomfort resulting from the pursuit of wealth and status. Peer pressure, particularly during adolescence and early adulthood, is considered a powerful social factor that can influence individuals’ attitudes, values, and behavioral patterns. A quantitative research design was used to look at how peer pressure connects to affluenza in 150 people, all aged 20 to 22, from Delhi NCR. Descriptive statistics alongwith Product moment correlation, and regression were used for analyses. The numbers showed that participants felt a moderate amount of peer pressure, and a lot showed behaviors linked to affluenza. When we checked the correlations, peer pressure was strongly tied to overall affluenza and to specific parts of it like bragging (gasconading), materialism, compulsive shopping, financial urgency, and distress. The regression results showed that peer pressure is a solid predictor of affluenza. So, the more peer pressure someone faces, the more likely they are to chase after material things, buy stuff to impress others, and end up stressed or in financial trouble. Social influence plays a big role here, shaping not just what people buy but how they feel about themselves. This study gives us a clearer picture of how peer pressure can drive affluenza-related attitudes and habits, especially in today’s consumer-driven world.