The effects of consumption on self-esteem

Area of Science:

• Consumer Psychology
• Social Psychology
• Marketing

Background:

• Limited research exists on consumption's effect on self-esteem.
• Existing evidence is fragmented across various fields like advertising and social media.

Purpose of the Study:

• To systematically review literature on consumption and self-esteem.
• To introduce a taxonomy of processes linking consumption to self-esteem.
• To identify key consumption domains and trends impacting self-esteem.

Main Methods:

• Literature review of consumption, advertising, materialism, mass media, and social media.
• Development of a taxonomy of eight psychological processes.
• Analysis of consumption domains and consumer trends.

Main Results:

• Identified eight distinct processes: self-discrepancy, self-congruency, self-enhancement, self-determination, compensatory consumption, self-verification, self-object association, and market-mediated relationships.
• Highlighted specific consumption areas and modern trends influencing self-esteem.

Conclusions:

• Consumption profoundly influences consumer self-esteem through multiple, identifiable pathways.
• Further research is needed to explore these pathways and their implications.