title: Self-esteem discrepancies and identity-expressive consumption: Evidence from Norwegian adolescents.
abstract: Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self-esteem gives rise to self-enhancing behaviours. Given that individuals tend to enhance their self-concepts with brands that are associated with positive identities, this study examined whether self-esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in-groups. Findings from an adolescent sample (ages 16-18) indicated that adolescents with larger discrepancies between explicit and implicit self-esteem were more likely to construct their self-concepts using in-group-linked brands.
authors.affiliation: School of Business and Law, University of Agder, Kristiansand, Norway.
authors.forename: Burak
authors.initials: B
authors.lastname: Tunca
mesh_terms: D000293:Adolescent; D004467:Economics; D005260:Female; D006801:Humans; D008297:Male; D009664:Norway; D012649:Self Concept
keywords: Consumption; Identity; Self-brand connection; Self-esteem discrepancy