Research on the effect of consumption on self-esteem is relatively scarce and related evidence is fragmented. We review articles from the literature on consumption, advertising, materialism, mass media, and social media as they relate – directly or indirectly – to consumer self-esteem. We introduce a taxonomy of eight types of processes through which consumption affects self-esteem: self-discrepancy, self-congruency, self-enhancement, self-determination, compensatory consumption, self-verification, self-object association, and market-mediated relationships. Based on this taxonomy, we highlight consumption domains and recent consumer trends that impact self-esteem. Moreover, we suggest priorities for further research.

关于消费对自尊的影响的研究相对较少，相关证据也比较零散。我们回顾了有关消费、广告、唯物主义、大众媒体和社交媒体的文献中的文章，因为它们直接或间接地与消费者自尊相关。我们介绍了消费影响自尊的八种过程的分类：自我差异、自我一致性、自我增强、自我决定、补偿性消费、自我验证、自我对象关联和市场介导的关系. 基于此分类法，我们重点介绍了影响自尊的消费领域和近期消费趋势。此外，我们建议进一步研究的优先事项。