AMTP Proceedings 2012
Self-Ambivalence and Materialism
Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2012
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Self-Ambivalence is a construct related to self-esteem but which reflects the extent to which a person holds both strong positive and negative feelings about themselves. It has been linked to compulsive hoarding behaviors and to materialism. Using a sample of 261 students from three universities, this study tests the concept’s relatedness to two measures of materialism and one measure of marketplace behavior, brand engagement with self-concept. Findings show that that the chain of influences from self-ambivalence through materialism to brand engagement holds only for men. The relationships between the concepts are more complicated for women. The study also revealed psychometric problems with the self-ambivalence scale.
DOI
10.20429/amtp.2012.65
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Flynn, Leisa Reinecke, "Self-Ambivalence and Materialism" (2012). AMTP Proceedings 2012. 65.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2012/65
