Conspicuous Sensory Consumption As a Means For Self-Worth Restoration

We propose that consumers use heightened sensory consumption as a means to restore their feelings of self-worth. In three studies we find that individuals under self-threat exhibit preference for visually loud product designs and louder music. However, engaging in a self-affirmation exercise negates the desire for heightened sensory consumption.


Rishtee Batra and Tanuka Ghoshal (2013) ,"Conspicuous Sensory Consumption As a Means For Self-Worth Restoration", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 215-216.


Rishtee Batra, Indian School of Business, India
Tanuka Ghoshal, Indian School of Business, India


E - European Advances in Consumer Research Volume 10 | 2013

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