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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Sinha, M., Misra, M., & Mishra, S. (2024) · Journal of Eye Movement Research · doi:10.16910/jemr.17.2.6 · Cited by 5
“The opposite is also true: research has demonstrated that gender incongruity will result in improved consumer behavior results (Mandel et al., 2017).”
Result
Solitude motivation and its effect on consumption value and consumer happiness in a restaurant context
Han, Y. W., & Lee, Y. (2024) · Journal of Hospitality and Tourism Management · doi:10.1016/j.jhtm.2024.10.003 · Cited by 4
Will Public Health Emergencies Affect Compensatory Consumption Behavior? Evidence from Emotional Eating Perspective
Wang, Y.-F., & Wang, K. (2024) · Foods · doi:10.3390/foods13223571 · Cited by 3
Pathways for avoiding self‐sanction: How consumers give themselves a PASS on virtue violations
Lin, S. (2025) · Consumer Psychology Review · doi:10.1002/arcp.1106 · Cited by 2
Avatars as Coping Mechanisms for Body Image Inadequacy: A Snapshot of Generation Z Consumers in the Metaverse
Park, J., & Kim, H. (2025) · Clothing & Textiles Research Journal · doi:10.1177/0887302x251324578 · Cited by 3
“The discomfort arising from this discrepancy motivates people to reduce the gap between their actual and ideal selves (motivation to reduce discrepancy) (Mandel et al., 2017).”
Influential
Economic Inequality Increases Materialism and Conspicuous Consumption
Wang, Y., Zhou, X., Zhou, W., Chen, G., & Li, Y. (2025) · Basic and Applied Social Psychology · doi:10.1080/01973533.2025.2565153 · Cited by 2
“This idea is consistent with the compensatory consumption model, which defines various compensatory strategies consumers use to alleviate self-discrepancies or self-threats (Mandel et al., 2017).”
Social Identity Threat and Across-Domain Compensatory Consumption Intention
Choi, N.-H. (2019) · Journal of Industrial Distribution & Business · doi:10.13106/ijidb.2019.vol10.no11.35 · Cited by 2
“있다(Mandel, Rucker, Levav & Galinsky, 2017).”
PERAKENDE TERAPİ
Uyar, K. (2019) · Business And Management Studies An International Journal · doi:10.15295/bmij.v7i1.1013 · Cited by 2
Development and validation of Chinese compensatory health beliefs scale
Shi, H. Y., & Zhang, Y. R. (2024) · Frontiers in Public Health · doi:10.3389/fpubh.2024.1271409 · Cited by 2
“Measures related to risk perception, health motivation and hedonic motivation were adapted from existing studies (1, 11, 23).”
Method
Undermining the Restorative Potential of Compensatory Consumption: A Product's Explicit Identity Connection Impedes Self-RepairPreprint
Rustagi, N., & Shrum, L. J. (2018) · SSRN Electronic Journal · doi:10.2139/ssrn.3235494 · Cited by 2
Make “Incongruent” to Be “Excellent”: Fluid Compensation in Extremely Incongruent New Products
Leng, X., Chen, Y., Song, X., Zhou, X., & Li, X. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.878039 · Cited by 3
NAVIGATING DIGITAL MARKETING: EXAMINING SELF-ESCAPISM ATTITUDES AND ONLINE BUYING INTENTIONS IN SAUDI ARABIA
Alharthey, B. K. (2024) · European Journal of Management and Marketing Studies · doi:10.46827/ejmms.v8i4.1640 · Cited by 1
“In the marketing domain, consumers who seek an escape through consumption play a crucial role in compensatory consumption behavioral theory (Mandel et al., 2017).”
Background
Understanding Scarcity: From Marketing to Policy, Management, and Beyond
Cannon, C., Roux, C., & Goldsmith, K. (2024) · Foundations and Trends® in Marketing · doi:10.1561/1700000083 · Cited by 1
Preference Dynamics: A Procedurally Rational Model of Time And Effort Allocation
Krecik, M. (2025) · Computational Economics · doi:10.1007/s10614-025-10895-3 · Cited by 1
Navigating threat: the effect of social comparison on variety-seeking
Li, X.-Y., Meng, H., Yang, Y., & Zhou, K. (2025) · Journal of Social Psychology · doi:10.1080/00224545.2025.2479787 · Cited by 2
“As compensation for these negative outcomes is a fundamental need, consumers often try to restore their psychological resources through consumption (Mandel et al., 2017; Kahn & Isen, 1993).”
Consumers through the lens of financial scarcity-review and future research agenda
Saikia, A. A., & Rahman, Z. (2025) · Journal of Consumer Marketing · doi:10.1108/jcm-06-2024-6951 · Cited by 1
Exploring the Role of Transcendence and Naturalness in Motivating Individuals in the Metaverse: A Mixed-Method Study
Shen, Y., Zuo, M., & Deng, H. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2534062 · Cited by 1
“While escapism captures individuals ’ motivation to perform behaviors to distract themselves from thinking about unwanted reality without deliberate plans (Mandel et al., 2017), behavioral intention pertains to individuals ’ plans in future (Maruping et al., 2017).”
Healthy Relationships and Healthy Eating: How Stressful Events and Social Support Affect Indulgence
Mittal, C., Mousavi, R., & Haws, K. L. (2025) · Journal of Marketing · doi:10.1177/00222429251370752 · Cited by 1
“As discussed there, it is possible that for high-support individuals, enhancing perceived control combined with existing external support creates a sense that the stressor has been effectively managed (Fitzsimons and Finkel 2011; Mandel et al. 2017).”
“Curating That Confusion”: Nonbinary Dress Strategies and Their Implications on Identity Development
Magyarlaki, A. P., & Pipkin, A. (2025) · Clothing and Textiles Research Journal · doi:10.1177/0887302x251360329 · Cited by 1
Brands and retailers as your friends: The impacts of social exclusion, crowding perception, and design density on conspicuous consumption
Matin, A., Kululashvili, S., Todua, N., & Khoshtaria, T. (2025) · Journal of Global Scholars of Marketing Science · doi:10.1080/21639159.2025.2553564 · Cited by 1
“Prior studies have indicated the need for social approval and acceptance and a lack of perceived self-worth as determinants of conspicuous consumption (Mandel et al., 2017; Neave et al., 2020).”
Busy stays: how the sense of busyness shapes customer relationship norm orientation toward hotels
Sun, J.-X., Zhang, Z., Ma, B., & Li, X. (2025) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-10-2024-1569 · Cited by 1
The Effect of Materialism on Impulsive Buying: The Mediating Role of the Diderot Effect
Doğan, R. Ş. (2025) · Behavioral Sciences · doi:10.3390/bs15101403 · Cited by 3
“The self-discrepancy approach suggests that this gap will be symbolically filled with complementary items that provide a sense of alignment (Higgins, 1987; Mandel et al., 2017).”
Likes wanted: the impact of social recognition on products’ status marker value
Anlamlier, E., Ulu, S., & Gal, D. (2025) · European Journal of Marketing · doi:10.1108/ejm-03-2023-0166 · Cited by 1

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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