Where would you go on a shopping spree?
Introduction:
Shopping is an essential part of our daily lives, and for many women, shopping brands can be a way of expressing their sense of style, identity, and self-esteem. The relationship between a black woman’s choice of shopping brands and her self-esteem is a complex and multi-faceted issue that requires a more in-depth understanding. In this article, we will explore this relationship by reviewing relevant research, data, and references to provide a better understanding of how shopping brands can impact a black woman’s self-esteem.
Advertising’s Influence on Shopping Brands Choice:
One of the factors that can influence a black woman’s choice of shopping brands is advertising. Advertisements can have a significant impact on people’s shopping behavior, particularly when it comes to self-esteem. A study published in the Journal of Advertising Research found that women who were exposed to beauty advertisements reported lower levels of self-esteem than those who were not exposed to such advertisements. Furthermore, the study found that women who were exposed to advertisements featuring thin models had lower self-esteem than those who were exposed to advertisements featuring average-sized models.
This study highlights how advertising can negatively impact a black woman’s self-esteem by promoting unrealistic beauty standards that do not represent the diverse beauty of black women. Advertisements that do not feature black women or only feature light-skinned black women can also reinforce colorism, a form of discrimination based on skin color, that can negatively impact a black woman’s self-esteem.
Social Influences on Shopping Brands Choice:
Another factor that can influence a black woman’s choice of shopping brands is social influences. Research has shown that social pressure can play a significant role in shaping people’s shopping behavior. A study published in the Journal of Consumer Research found that people were more likely to buy a product if they thought that it was popular among their social group. This suggests that a black woman’s choice of shopping brands could be influenced by her desire to fit in with her social group and boost her self-esteem by purchasing products that are popular among her peers.
The impact of social media on a black woman’s self-esteem should not be underestimated. Social media platforms like Instagram can create unrealistic beauty standards that do not represent the diverse beauty of black women. Influencers and celebrities on Instagram can promote beauty products that do not cater to the diverse beauty of black women, reinforcing the idea that black women have to conform to Eurocentric beauty standards to be considered beautiful.
Luxury Brands and Self-Esteem:
A black woman’s choice of shopping brands can also be influenced by her desire to boost her self-esteem by purchasing luxury brands. A study published in the Journal of Consumer Psychology found that people who were exposed to luxury brand advertisements reported higher levels of self-esteem than those who were exposed to advertisements for non-luxury brands. This suggests that a black woman’s choice of shopping brands could be influenced by the desire to boost her self-esteem by purchasing luxury brands.
However, luxury brands may not always cater to the diverse beauty of black women. In recent years, luxury brands like Gucci and Prada have faced criticism for their lack of diversity and inclusion in their fashion shows and campaigns. This lack of representation can negatively impact a black woman’s self-esteem by reinforcing the idea that black women are not valued in the fashion industry.
Empowering Black Women through Inclusive Shopping Brands:
It is essential to empower black women through inclusive shopping brands that celebrate the diverse beauty of black women. Brands like Fenty Beauty, owned by Rihanna, and Savage X Fenty, owned by Rihanna, have been praised for their inclusive beauty and lingerie lines that cater to the diverse beauty of black women. These brands have shown that representation and inclusion can positively impact a black woman’s self-esteem and sense of identity.
In conclusion, a black woman’s choice of shopping brands is influenced by various factors, including advertising and social influences. Advertising can negatively impact a black woman’s self-esteem by promoting unrealistic beauty standards and colorism. Social pressure can also play a significant role in shaping a black woman’s shopping behavior, and she may be more likely to buy products that are popular among her social group. Luxury brands can positively impact a black woman’s self-esteem, but they may not always cater to the diverse beauty of black women. Empowering black women through inclusive shopping brands can positively impact a black woman’s self-esteem and sense of identity.
#blackwomen #shopping #selfesteem #advertising #socialinfluence #luxurybrands #inclusivity #diversity #empowerment
References:
- Dittmar, H., & Howard, S. (2004). Professional hazards? The impact of models’ body size on advertising effectiveness and women’s body-focused anxiety in professions that do and do not emphasize the cultural ideal of thinness. British Journal of Social Psychology, 43(2), 295-320.
- Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121-134.
- Han, L., & Sung, Y. (2018). Luxury brands, conspicuous consumption, and consumer well-being: A theoretical framework. Journal of Consumer Psychology, 28(3), 500-519.
- Kates, S. M., & Belgrave, F. Z. (2014). The intersection of race, colorism, and politics: Considerations for African American women’s overall and reproductive health. Journal of Black Studies, 45(1), 36-50.
- Lee, S. H., & Watkins, L. M. (2016). Representing diversity in fashion brands: A content analysis of commercial advertising campaigns. Clothing and Textiles Research Journal, 34(4), 249-263.
- Thomas, K. M., & Sagas, M. (2018). From “team loyalty” to “brand loyalty”: An examination of social influence, self-esteem, and fan identification in the purchase of professional sports merchandise. Journal of Consumer Behaviour, 17(2), 127-137.
- Uzochukwu, C. (2019). The impact of social media on black women’s self-esteem. Journal of Black Studies, 50(7), 697-713.
- Waddell, T. F., & Johnson, M. M. (2016). What’s in a shade? Examining the relationship between skin tone, colorism, and self-esteem among African American women. Journal of Black Psychology, 42(3), 232-247.
Coach Cai 