Identity Threats, Compensatory Consumption, and Working Memory Capacity: How Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products

Despite abundant work documenting consumers’ reliance on symbolic selfcompletion after experiencing a self-discrepancy, surprisingly little research has investigated the underlying psychological processes that drive this type of compensatory consumption. This article addresses this critical gap, dem...

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Veröffentlicht in:	The Journal of consumer research 2019-06, Vol.46 (1), p.99-118
Hauptverfasser:	COLEMAN, NICOLE VERROCHI, WILLIAMS, PATTI, MORALES, ANDREA C.
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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