How Self-Esteem Shapes Consumer Trust in Brands

Description

This research seeks to explore how the degree of oneÕs self-esteem affects his or her level of receptiveness towards a brand. Previous research illustrates that interpersonally, oneÕs self-esteem affects his or her ability to trust. The goal of this research is to expand on the role of self-esteem in interpersonal relations to reflect the area of consumer-brand relations. A survey questionnaire was designed to measure consumer perceptions of brands respective to their level of self-esteem. The findings suggest that because women have lower self-esteem, they tend to exhibit lower trust towards brands. Results indicate that self-esteem is a positive predictor of the level of trust one has towards a brand and his or her perceptions of ad credibility.

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