Study of Material Preferences, Cultural Self-Alienation, Financial Security of Yazdi Families

In today's world, a growing trend is observed in the priority of material property and economic goods at the individual level in all modern societies. In such a way that individuals define themselves and others on the basis of property and assets, which acts as a basic symbol of personal qualities, affections, and interests. Based on this, the purpose of this study is to investigate the material preferences of Yazdi families and their related factors. The research method is descriptive –correlational. The data gathering tool was a questionnaire. The statistical population included male heads of households in Yazd and the sample selection process was cluster sampling with 384 samples. Research data showed that the mean of material preferences are too average. The highest priority is given in buying land and property, saving money, emphasizing on materiality, material success. There was a meaningful relationship between variables such as age, education, financial security, social status, social acceptance, alienation with dependent variable of material preferences. In sum, the results of regression analysis show that the pre-material priorities of Yazdi citizens was meaningful based on alienation with beta of 0.63, social status with beta of 0.24 and education with beta of 0.08 and age with beta of 11.0.