Photo of Helga Dittmar

Helga Dittmar
Professor of Social and Applied Psychology (Psychology)
T: +44 (0)1273 678070


The main theme of my research is the impact of consumer society on individuals' sense of identity and well-being.¿ One core area concerns social psychological dimensions of having and buying material goods.¿ Current research includes: meanings and functions of material goods for identity construction; buying motivations and buying behaviour; possible negative consequences of identity-seeking through consumption, such as addictive buying or the impact of materialistic values on subjective well-being; differences between cultures on these factors. ¿The other core area focuses on socio-cultural influences on body image, and current research addresses: the impact of media images on body esteem, and factors that influence vulnerability to the media; predictors of body dissatisfaction and disordered eating in adults and adolescents, particularly factors related to identity.