Self-esteem discrepancies and identity-expressive consumption: Evidence from Norwegian adolescents

Research output: Contribution to journalArticle


Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self-esteem gives rise to self-enhancing behaviours. Given that individuals tend to enhance their self-concepts with brands that are associated with positive identities, this study examined whether self-esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in-groups. Findings from an adolescent sample (ages 16–18) indicated that adolescents with larger discrepancies between explicit and implicit self-esteem were more likely to construct their self-concepts using in-group-linked brands.


External organisations
  • University of Agder
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration
  • Applied Psychology


  • self-esteem discrepancy, identity, self-brand connection, consumption
Original languageEnglish
Number of pages6
JournalInternational Journal of Psychology
Publication statusE-pub ahead of print - 2016 Jan 24
Publication categoryResearch
Externally publishedYes

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