Self-Ambivalence and Materialism

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



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.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

This document is currently not available here.