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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“First, based on the CCBM (Mandel et al., 2017), the SOC can be negatively affected by self-discrepancy factors, and the desire to regain the SOC may act as a motivating factor to promote the online impulse buying of beauty products.”
Influential
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“This constant maintenance of one’s social self-concept could lead to compensatory travel behaviors (Mandel et al., 2017; Schmalz et al, 2015; Sharma et al, 2022).”
BackgroundInfluential
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“Due to its aversive experience from self ‐ threat (Mandel et al., 2017; Thomas & Saenger, 2020), social exclusion triggers negative feelings or emotional distress (Baumeister & Tice, 1990; Leary, 1990; Williams, 2007).”
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“Perceiving self-threat from such comparisons can fuel materi-alistic desires to restore one’s inferiority (Loureiro et al., 2020; Mandel et al., 2017).”
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“Consumption can serve as a means of re-establishing control (Mandel et al., 2017).”
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“According to the compensatory consumer behavior model, a threat to one ’ s self-concept is followed by the choice or consumption of products to bolster the self against the threat (Mandel et al., 2017).”
The Effect of Emotional Intelligence on Materialism and Compulsive Buying
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“Incongruities in the self-concept further motivate consumers to undertake compensatory consumer behaviour, which may take the form of overconsumption, among other things (Mandel et al., 2017).”
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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