The Consumer Paradox: Scientists Find that Low Self-Esteem and Materialism Goes Hand in Hand

“Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need.”

~From the movie Fight Club, based on the novel by Chuck Palahniuk

Researchers have found that low self-esteem and materialism are not just a correlation, but also a causal relationship where low self esteem increases materialism, and materialism can also create low self-esteem. The also found that as self esteem increases, materialism decreases. The study primarily focused on how this relationship affects children and adolescents. Lan Nguyen Chaplin (University of Illinois Urbana-Champaign) and Deborah Roedder John (University of Minnesota) found that even a simple gesture to raise self-esteem dramatically decreased materialism, which provides a way to cope with insecurity.

“By the time children reach early adolescence, and experience a decline in self-esteem, the stage is set for the use of material possessions as a coping strategy for feelings of low self-worth,” they write in the study, which will appear in the Journal of Consumer Research.

Read the rest here.

This makes perfect sense to me. Consider women and make-up. What else can it be but insecurity? The effects of corporate advertising methodology focus on identifying and amplifying people’s insecurity in order to create a market in which to sell their products. The same problem-reaction-solution paradigm. You can see the method absolutely everywhere if you know how to recognise it.

Women seem to be more overtly receptive to this manipulation because they are more outwardly emotional. This latent insecurity stems from growing up in weak families (families ravaged by feminism and consumerism.) Everyone suffers, the corporations win.

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3 thoughts on “The Consumer Paradox: Scientists Find that Low Self-Esteem and Materialism Goes Hand in Hand

  1. Pingback: How pooling your money with friends can keep you on top of the latest trends « End of Men

  2. I went to a newer mall a few months ago and was shocked. They had obviously spent a great deal of money on the construction and design. However, any area for walking, resting and especially the food court felt very uncomfortable. It seemed to be the lighting and the sound qualities of the area. Of course, any store I walked into immediately felt different; I felt soothed inside the stores by the lighting, sound qualities and smells. The conclusion I came to was that they designed it that way. I felt like I was being herded. What surprised me was that the huge parking lot to this place was jam packed with shoppers and they all looked miserable.

  3. Advertisers have made fortunes of playing off of peoples insecurities. Though one can see it being very effective in using these marketing tactics on women, men are not immune to this either. ED drugs, baldness treatments, diet plans and workout/home gym equipment all play off of insecurities of men.

    It takes awhile, but when one learns that most of the ideas, images and perceptions advertisers create are about 90% false.

    The one advantage we MRA have is that our awareness of the blatant feminization of commmercials has opened up our eyes to the deceptions practiced by these leeches and psychic vampires to the extent that it’s easy to see when it is being used in other, non-feminist centric ways!

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