‘Pressure creates diamonds’/‘fire refines gold’: Conceptualizing coping capital

Abstract

While many consumer behavior studies have investigated consumer coping, few have considered it as a source of positive benefits in addition to being a matter of necessity. In this paper, we draw on Bourdieu’s notion of capital to introduce the concept of coping capital—the intentional or unintentional accumulation of resources, such as emotional and epistemic-competencies and skills resulting from coping with adversity, that may thereafter exist in an embodied state in the form of mental and physical dispositions—dispositions that later provide benefits in life. We suggest that the benefits of coping capital may be determined using either a prospective or a retrospective approach. These benefits may be anticipated or unanticipated when intentionally coping with adversity, while the benefits are predominantly unanticipated when unintentionally coping. By conceptualizing coping capital, our study makes a domain-level conceptual contribution to research on consumer coping. In addition the concept of coping capital may have broader implications outside of the domain of consumption.