Cited by 564Consumer Behavior in Brand Consumption and IdentificationConsumer Retail Behavior StudiesConsumer Perception and Purchasing Behavior

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The Compensatory Consumer Behavior Model: How self‐discrepancies drive consumer behavior

Mandel, Naomi, Rucker, Derek D., Levav, Jonathan, Galinsky, Adam D.·2017·Journal of Consumer Psychology

DOI 10.1016/j.jcps.2016.05.003

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Abstract

Consumer goods and services have psychological value that can equal or exceed their functional value. A burgeoning literature demonstrates that one source of value emerges from the capacity for products to serve as a psychological salve that reduces various forms of distress across numerous domains. This review systematically organizes and integrates the literature on the use of consumer behavior as a means to regulate self‐discrepancies, or the incongruities between how one currently perceives oneself and how one desires to view oneself (Higgins, 1987). We introduce a Compensatory Consumer Behavior Model to explain the psychological consequences of self‐discrepancies on consumer behavior. This model delineates five distinct strategies by which consumers cope with self‐discrepancies: direct resolution , symbolic self‐completion , dissociation , escapism , and fluid compensation . Finally, the authors raise critical questions to guide future research endeavors. Overall, the present review provides both a primer on compensatory consumer behavior and sets an agenda for future research.

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Background
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“Consumers may engage in compensatory consumption strategies using products that provide different benefits (Mandel et al., 2017, 2021).”
Influential
The impact of self-identification with global consumer culture on eWOM generation: a test of global consumer culture theory
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“Often, cultural products’ psychological values exceed those of their consumer’s utilitarian values, thereby facilitating self-expression (Mandel et al. 2017).”
Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement
Pezzuti, T. (2023) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-023-00983-x · Cited by 16
“…unlike previous research which focuses on emotion-based responses to self-discrepancies (Gulas and McKeage 2000; Higgins et al. 1985; Higgins 1989; Mandel et al. 2017), the present research finds that directing attention to discrepancies changes how consumers perceive messages (i.e., it increases…”
Influential
An integrative theory of resource discrepancies
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“They might turn to social media as a safe space (Mandel et al., 2017), where they can control their interactions and avoid the direct negative social experiences they encountered in childhood and adolescence.”
Background
The relationship between fixed mindsets, brand-self engagement, and brand favorability
McManus, J. F., Trifts, V., & Carvalho, S. W. (2020) · Personality and Individual Differences · doi:10.1016/j.paid.2020.110198 · Cited by 18
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Retracted
Compensatory Consumption: A Review and Research Agenda Using the Theory‐Context‐Characteristics‐Methodology Framework
Cao, T. D., Prentice, C., Wang, Q. J., & Sinh, N. H. (2025) · International Journal of Consumer Studies · doi:10.1111/ijcs.70112 · Cited by 16
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Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements
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Is Conspicuous Consumption Influenced by Cyber-Ostracism? A Moderated Mediation Model
Xu, C., Yang, G., Wang, Y., & Ding, A. S. (2022) · Behavioral Sciences · doi:10.3390/bs13010006 · Cited by 16
“[24] find that when control is threatened, individuals will compensate through various behaviors to regain control.”
Background

Authors: Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D.
Affiliations: Arizona State University (US)
Northwestern University (US)
Stanford University (US)
Columbia University (US)
Corresponding author: Mandel, Naomi
ORCID: Mandel, Naomi
Rucker, Derek D.
Levav, Jonathan
Galinsky, Adam D.
Venue: Journal of Consumer Psychology
Publisher: Wiley
Published: 2016-05-24
Volume: 27
Issue: 1
Pages: 133-146
ISSN: 1057-7408 (ISSN-L)
1532-7663
DOI: 10.1016/j.jcps.2016.05.003
OpenAlex: W2396376945
Cited by: 564
References: 126
Citations by year: 2026: 88 · 2025: 89 · 2024: 74 · 2023: 70 · 2022: 63 · 2021: 63 · 2020: 44 · 2019: 36 · 2018: 21 · 2017: 13 · 2016: 2
FWCI: 49.90
Type: journal article
Language: en
Open access: closed
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations: Journal of Consumer Psychology (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords: self-discrepancy, self-concept, self-realization, consumer coping strategies, dissociation, escapism, psychological distress

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The Compensatory Consumer Behavior Model: How self‐discrepancies drive consumer behavior

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