Values and Self-Esteem

This exploratory study examines the relationships between values, using the List of Values (Kahle 1983) and Tafarodi and Swan’s (2001) two-dimensional conceptualization of self-esteem. Based on a sample of 311 students at a major Canadian university, the self-liking and self-competency components of self-esteem are positively correlated to the internal and interpersonal dimensions of values. Neither component of self-esteem is correlated to external values. People who place a higher weight on internal values tend to have higher self-liking and self-competency. This pattern was not found for external or interpersonal values. Study limitations, implications for marketers and future research directions are discussed.


Fredric Kropp (2006) ,"Values and Self-Esteem", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 14-18.


Fredric Kropp, Monterey Institute of International Studies


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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