Furthermore, the study findings suggest that a family envi- ronment which promotes autonomy and individual achieve- ment encourages the adoption of materialistic values by Greek adolescents, which is contrary to the expected direc- tion. Thus, when individuals enjoy a prosperous period they may leave behind their traditional values (e.g. Greek family’s frugality) and copy North American consumption models that could convey the status of acquired wealth (Ger and Belk, 1996; Dalli and Romani, 2007).