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Living in a material world
August 23, 2004Material goods are seen by many as a central life goal; the main route to identity, success and happiness; and the yardstick for evaluating self and others.
The impact of material goods on identity is an issue which will be addressed in a symposium being presented today Friday 3 September at The British Psychological Society's Social Psychology Section Annual Conference at The University of Liverpool School of Psychology.
Symposium coordinator Dr Helga Dittmar of the University of Sussex has studied this area of psychology since 1985. She states that the main aim of the symposium is "to address existing gaps in research and also to answer the following questions: When and why are materialistic values bad for you? How does advertising impact on consumers with materialistic values and identity-deficits? How do children internalise materialistic values?"
Dr Helga Dittmar and Robin Banerjee of the University of Sussex will look at materialism and perceived peer pressures in children. They have found that children rejected by their peers are more materialistic, perceive higher Peer Culture pressure, and report greater self-discrepancy.
Further research from the University of Sussex, will explore the degree to which materialistic consumers who have a negative image of themselves and their achievements, are affected by advertising that offers a symbolic solution to that negative image.
Finally Ragna Gardarsdottir from the University of Brighton, and Judita Jankovic from the University of Sussex will present their papers on the importance of material goods on well-being.
British Psychological Society (BPS)
Dr Helga Dittmar and Robin Banerjee of the University of Sussex will look at materialism and perceived peer pressures in children. They have found that children rejected by their peers are more materialistic, perceive higher Peer Culture pressure, and report greater self-discrepancy.
Further research from the University of Sussex, will explore the degree to which materialistic consumers who have a negative image of themselves and their achievements, are affected by advertising that offers a symbolic solution to that negative image.
Finally Ragna Gardarsdottir from the University of Brighton, and Judita Jankovic from the University of Sussex will present their papers on the importance of material goods on well-being.
British Psychological Society (BPS)
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