Feeling Physically Short Increases Compensatory Consumption

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Nailya Ordabayeva, Boston College, USA
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
We show that the psychological experience of physical shortness increases compensatory consumption because it poses a threat to individuals’ identity. Participants who felt chronically or temporarily short (vs. tall) were more likely to compensate through choices of high-status products and high-status roles in economic games, but self-affirmation offered a remedy.
[ to cite ]:
Gabriele Paolacci, Nailya Ordabayeva, and Anika Stuppy (2014) ,"Feeling Physically Short Increases Compensatory Consumption", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 156-162.