The Commodification of Self‐Esteem: Branding and British Teenagers

Abstract

This study explores the role of consumption in the lives of British adolescents, with a particular focus on its role in forming and maintaining self-esteem. Through a large qualitative study, over 100 adolescents revealed their attitudes and feelings toward consumption-particularly fashion. It was found that as a result of peer pressure and the importance of conformity among adolescents, consuming the correct possessions at the right time, is essential for social acceptance, gaining and maintaining friendships and thus self-esteem. This paper argues that self-esteem has been commodified. The consequences of failing to "keep up" with consumption trends were revealed; these include social exclusion, negative peer evaluation, and reduced self-esteem. Moreover, these negative consequences were particularly pronounced among adolescents from low-income families who, in contrast to their financial status, were eager to purchase the more expensive brands. Adolescents appear to have a striking awareness of the role of branding, advertising, and peer pressure in forming their consumption attitudes, yet they are unable to resist them. The findings from this study highlight the need for a rethinking of the more traditional components of adolescent self-esteem. C 2012 Wiley Periodicals, Inc.

Can Everyday Brands Be Threatening? Responses to Brand Primes Depend on Childhood Socioeconomic Status

“…Of particular import to the current research, studies documenting low‐SES consumers’ increased sensitivity to and concern with achieving the material norm suggest that people with poor childhoods may respond differently to reminders of the material norm than those who grew up wealthy (Belk et al., ; Chaplin et al., ; Isaksen & Roper, ). Because the material norm is a cultural standard, it should naturally evoke social comparisons (Festinger, ).…”

Possessions and Self in the Identity Work of Survivors of Domestic Violence

“…This research provides a base for future researchers to investigate possessions and identity work in the other types of domestic violence (i.e., female‐to‐male violence, same‐sex partner violence), other major identity transitions (see Noble and Walker's “liminal transitional events,” 1997), and relational contexts where a significant other has control over the consumer's behavior; for instance, identity projects undertaken at different developmental stages (e.g., extending the Isaksen & Roper, study on teenagers’ consumption and self esteem) or consumers with disabilities or addictions. It also draws attention to the need for more focused study of the interpersonal dynamics involved in possessions and identity work.…”

Materialismo de adolescentes de uma cidade do sul do Brasil

“…Pesquisas realizadas com adolescentes de classes sociais diferentes confirmam estes achados, sugerindo que em nossa sociedade ocidental o materialismo está presente em todas as camadas sociais (Chaplin & John, 2007;Isaksen & Roper, 2012). Uma possível explicação para este resultado está na comparação social: a aprovação dos pares e o sentimento de pertença a determinado grupo, muito se dá na forma de vestir, nas marcas consumidas, nos locais frequentados, sendo que este fenômeno ocorre com a maioria dos adolescentes, independente de qual seja o seu poder aquisitivo (Chan, 2013;Chaplin & Jon, 2007).…”