Consuming to Make Me Feel Good About Myself: the Effect of Self-Threat on Preferences For Socially Responsible Products

Huachao Gao, University of Texas at San Antonio, USA
Yiren Dong, Nanjing University, China
This research identifies enhancing self-view as a driver for consumer preference for socially responsible products. Based on identity-threat literature, we found that consumers under self-threat (vs. not) are more likely to purchase socially responsible products. In addition, this self-threat effect is further moderated by self-affirmation.
[ to cite ]:
Huachao Gao and Yiren Dong (2015) ,"Consuming to Make Me Feel Good About Myself: the Effect of Self-Threat on Preferences For Socially Responsible Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 785-785.