All That Glitters Is Gold: Conspicuous Sensory Consumption As a Means For Self-Worth Restoration

Rishtee Batra, Indian School of Business, India
Tanuka Ghoshal, Indian School of Business, India
Consumers use heightened sensory consumption as a means to restore their feelings of self-worth. In four studies we find that individuals under self-threat exhibit preference for visually loud product designs, louder music and a higher need for touch. Engaging in a self-affirmation exercise negates the desire for heightened sensory consumption.
[ to cite ]:
Rishtee Batra and Tanuka Ghoshal (2013) ,"All That Glitters Is Gold: Conspicuous Sensory Consumption As a Means For Self-Worth Restoration", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.