Data from this study suggest that perceived social image directly, positively and significantly affect materialism. This is comparatively a new link that the present research verifies. This finding put forward the idea that, individuals with high self- awareness tend to value materialism as the way to improve their social status. In other words, consumers who are highly conscious about their social image are inclined to acquire more goods and services to enhance their actual self. If not the same, but in a similar stream of research examining the relationship between public self- consciousness and materialism, Wong (1997) found support for this link. On the other hand, Xu (2008) found partial support where public self-consciousness was significantly related to acquisition of centrality but not with possession defined success and pursuit of happiness.