Material Words: How Sharing Material and Experiential Purchases With Others Influences Self-Esteem

Sarah G. Moore, University of Alberta, Canada
Consumers frequently share stories about positive and negative material and experiential purchases. We examine how sharing about these purchases using different language influences self-esteem. We find that sharing about negative experiential and positive material purchases decreases consumers’ self-esteem, though this effect is attenuated when consumers use explaining language in sharing.
[ to cite ]:
Sarah G. Moore (2014) ,"Material Words: How Sharing Material and Experiential Purchases With Others Influences Self-Esteem", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 101-105.