Salting the Sidewalk in Case the Snowstorm Hits: Consumption As a Buffer Against the Potential For Threat

Soo Kim, Kellogg School of Management, USA
Derek Rucker, Northwestern University, USA
This work demonstrates that consumers use consumption to buffer themselves against anticipated threat, and introduces a novel moderator of threat-specific versus general consumption. Specifically, for actual consumption, anticipated threat leads consumers to prefer threat-related consumption to general consumption, whereas experienced threat leads consumers to show a general increase in consumption.
[ to cite ]:
Soo Kim and Derek Rucker (2011) ,"Salting the Sidewalk in Case the Snowstorm Hits: Consumption As a Buffer Against the Potential For Threat ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 455-456.