More Than Meets the Eye:The Influence of Implicit Versus Explicit Self-Esteem on Materialism

Ji Kyung Park, University of Minnesota
Deborah Roedder John, University of Minnesota
Materialism researchers have found that individuals with high self-esteem are less materialistic than individuals with low self-esteem. However, researchers have examined explicit self-esteem (conscious evaluations of the self) while not considering implicit self-esteem (unconscious evaluations of the self). We propose that implicit self-esteem also influences materialism. Across two studies, we find that individuals with high explicit, but low implicit self-esteem, exhibit higher levels of materialism than do individuals with high explicit and high implicit self-esteem. Thus, contrary to prior findings, high (explicit) self-esteem individuals can be more or less materialistic, depending on the level of implicit self-esteem.
[ to cite ]:
Ji Kyung Park and Deborah Roedder John (2008) ,"More Than Meets the Eye:The Influence of Implicit Versus Explicit Self-Esteem on Materialism", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 911-911.