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

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.

The effect of social exclusion on consumer preference for anthropomorphized brands

“…The present research also adds to a growing body of compensatory consumption research which demonstrates that social motivations guide consumption decisions (Mandel, Rucker, Levav, & Galinsky, 2016; Rucker & Galinsky, 2008). For example, Dubois, Rucker, and Galinsky (2012) found that feeling powerless motivates consumers to prefer supersized food and drinks, because larger options are status‐signaling and can fulfill the need for status.…”

“…In the current research, we examine how consumers' motives for social affiliation influence their responses to anthropomorphized brands. As discussed earlier, experiencing social exclusion increases individuals' motivation to pursue social reconnection and increases their sensitivity to cues that imply opportunities for acquiring new social relationships (DeWall et al, 2009; Williams et al, 2000). In a consumption context, brands presented in an anthropomorphized form can potentially become a target with which consumers can build social relationships.…”

“…Participants first performed a Cyberball game (Williams et al, 2000; Williams & Jarvis, 2006) that has been widely used to manipulate social exclusion versus social inclusion. In this game, participants were asked to practice their mental visualization skills in a ball‐tossing game with two other participants connected on the internet.…”

A Self‐Regulatory Model of Resource Scarcity

“…Our review also provides a nomological network for the antecedents and consequences of resource scarcity to support our theory (Gray, ). Finally, we compare the explanatory power of our self‐regulatory model of consumers’ responses to resource scarcity to related theoretical perspectives, such as theories of problem‐ and emotion‐focused coping (Han, Duhachek, & Rucker, ), and theories of compensatory behaviors (Mandel, Rucker, Levav, & Galinsky, ; Proulx & Inzlicht, ).…”

Possessions and Self in the Identity Work of Survivors of Domestic Violence

“…Possessions play an important role in coping with life transitions and change (Belk, ; Mehta & Belk, ; Noble & Walker, ). Mandel, Rucker, Levav, and Galinsky () theorize five compensatory consumption behaviors in which possessions are used to resolve an incongruity directly, to communicate mastery in the area of self incongruity, to dissociate from a particular identity, to escape or distract from the self‐discrepancy, and/or to reinforce valued aspects of identity in a different domain. Although the first of these five strategies is unlikely to be implemented in domestic violence, the remaining strategies are relevant to this research context.…”