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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“…experiencing psychological deficits, such as loneliness, may engage in purchasing behaviors as a form of symbolic self-repair, yet reliance on consumption for mood regulation can also lead to maladaptive patterns such as excessive or compulsive buying (Ridgway et al., 2008; Mandel et al., 2017).”
실제-이상 자기 불일치가 명품의 소비 행동에 미치는 영향
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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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