Compensatory Consumption As Self- and Social-Signaling

Monika Lisjak, Erasmus University Rotterdam, The Netherlands
Jonathan Levav, Stanford University, USA
Derek D. Rucker, Northwestern University, USA
This research examines how self-signaling versus social-signaling influence compensatory consumption. Self-signaling motivates people to repair insecurities by seeking products that signal strength in the domain of threat. In contrast, social-signaling motivates people to impress others by focusing on their strengths, and thus enhances preference for products unrelated to the threat.
[ to cite ]:
Monika Lisjak, Jonathan Levav, and Derek D. Rucker (2014) ,"Compensatory Consumption As Self- and Social-Signaling", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 156-162.