Self+descrepancies_consumerbeh_Mandel+

Research Review: The Compensatory Consumer Behavior Model

Abstract

  • Consumer goods/services possess psychological as well as functional value.

  • The paper organizes and integrates literature on consumer behavior as a tool to regulate self-discrepancies (Higgins, 1987).

  • The Compensatory Consumer Behavior Model outlines five strategies consumers use to cope with self-discrepancies:

    1. Direct resolution

    2. Symbolic self-completion

    3. Dissociation

    4. Escapism

    5. Fluid compensation

  • It addresses theoretical frameworks and raises questions for future research.

Key Concepts

Self-Discrepancies

  • Defined as incongruities between one’s current self-perception and how one wishes to view oneself (Higgins, 1987).

  • They can emerge from failures in multiple domains (e.g., intelligence, power, social connections).

Psychological Effects of Self-Discrepancies

  • Psychological comfort levels regarding self-esteem, belongingness, and control are influenced by self-discrepancies.

  • Triggering events can amplify existing self-discrepancies, motivating compensatory behaviors.

  • The impact of self-discrepancies includes cognitive, affective, and physiological consequences.

Sources of Self-Discrepancies

Types of Self-Discrepancies

  1. Self-concept Related: Based on self-perception feedback and internal standards.

    • E.g., university students feeling insecure may buy branded clothing to enhance identity.

  2. Status Compared to Others: Arises from social comparison, particularly upward comparisons.

    • E.g., viewing attractive models can harm self-esteem and trigger compensatory purchases.

  3. Social Group Affiliations: Stigmatization or devaluation of group identity can lead to compensatory behaviors like conspicuous consumption.

Motivation to Mitigate Self-Discrepancies

  • Negative feelings (e.g., anxiety, disappointment) create the urge to address self-discrepancies through consumer behavior.

  • Self-regulatory efforts can manifest as distinct consumption strategies.

Compensatory Consumer Behavior Strategies

1. Direct Resolution

  • Involves actions directly aimed at resolving the self-discrepancy.

  • Example: Joining a gym to address personal fitness goals.

2. Symbolic Self-Completion

  • Consumers compensate for self-discrepancies symbolically without addressing the underlying issue.

  • Example: Purchasing luxury items to signal success in business without performance change.

3. Dissociation

  • Involves distancing oneself from products associated with self-discrepancies.

  • Example: Avoiding fashion magazines for individuals feeling insecure about appearance.

4. Escapism

  • Distracting from self-discrepancies through consumption (often termed