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

Share Proceeding

Featured papers

See More


The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study

Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France

Read More


Consumer Perceptions of Environmental ‘Win-Wins’

Tamar Makov, Yale University, USA
George Newman, Yale University, USA

Read More


The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.