Defensive Reactions to Self Threat in Consumption: the Moderating Role of Mode of Threat and Affirmation

Pingping Qiu, Monash University, Australia
Fang Wan, University of Manitoba, Canada
Darren W. Dahl, University of British Columbia, Canada
This research identifies two competing coping strategies individuals may employ to deal with self threat in consumption contexts—defensive and compliant strategies. It addresses the relationship between defensive and compliant consumption by investigating the key factors such as the affirmation value of products and mode of threat in moderating what types of consumption strategy consumers adopt.
[ to cite ]:
Pingping Qiu, Fang Wan, and Darren W. Dahl (2011) ,"Defensive Reactions to Self Threat in Consumption: the Moderating Role of Mode of Threat and Affirmation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.