Consume and self esteem
DOI:
https://doi.org/10.4000/cp.9858Keywords:
self, self esteem, excessive consume, impulsive consume, prestige consume, possessions and materialismAbstract
The aim of this research is to identify the link between consumer behavior and the self and specifically the self esteem in a cross cultural analyze. To this research we utilized a scale developed by Quintanilla, Dittmar e Luna-Arocas (2000) and a sample of 331 students, 229 in Portugal and 101 in Australia. The data was analysed in a quantitative way through descriptive statistics and a qualitative way through content analysis with a prototypic categorization and a similarity analyse to identify the connected graph. When we consider the main discrepancies of the Self – on a dimensional approach, we can assume that this population carries some self esteem problems, particularly regarding the physical, emotional and economical dimensions and the results show us a strong link between these problems and a specific and distinctive consumer’s behaviour to solve the gaps.
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Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.
