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Burak Tunca . Photo

Burak Tunca

Senior lecturer

Burak Tunca . Photo

Self-esteem discrepancies and identity-expressive consumption : Evidence from Norwegian adolescents

Author

  • Burak Tunca

Summary, in English

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.

Publishing year

2018

Language

English

Pages

1-6

Publication/Series

International Journal of Psychology

Volume

53

Issue

1

Document type

Journal article

Publisher

Psychology Press

Topic

  • Business Administration
  • Applied Psychology

Keywords

  • self-esteem discrepancy
  • identity
  • self-brand connection
  • consumption

Status

Published

ISBN/ISSN/Other

  • ISSN: 0020-7594