School of Psychology

Consumer Culture, Identity, and Well-Being


Welcome to Consumer Culture, Identity, and Well-Being

Identity, Consumer Culture, and Well-Being (ICCWell)

In CCIWell, we examine the impact of consumer culture on individuals’ identity and well-being. We focus on the psychological risks posed by consumer culture ideals that are highly profiled in advertising and the media: the ‘body perfect’ and the ‘material good life’.  This work is headed by Helga Dittmar.

 A summary of our work can be found in this research monograph

Dittmar, H. (2011). Consumer culture, identity and well-being: The search for the ‘good life’ and the ‘body perfect’. European Monographs in Social Psychology. Paperback edition. Psychology Press: Hove and New York.

Cover of recent book


The Children's Consumer Culture Project

The Children's Consumer Culture Project is funded by the Leverhulme Trust and led by Helga Dittmar and Robin Banerjee. The research project combines in-depth interviews with large-scale longitudinal surveys and experiments to assess directly the causal impact of exposure to consumer culture ideals on well-being in children aged 8-14 years.


Dr. Helga Dittmar

T +44-1273-678070