All That Glitters Is Gold: Conspicuous Sensory Consumption As a Means For Self-Worth Restoration

Consumers use heightened sensory consumption as a means to restore their feelings of self-worth. In four studies we find that individuals under self-threat exhibit preference for visually loud product designs, louder music and a higher need for touch. Engaging in a self-affirmation exercise negates the desire for heightened sensory consumption.



Citation:

Rishtee Batra and Tanuka Ghoshal (2013) ,"All That Glitters Is Gold: Conspicuous Sensory Consumption As a Means For Self-Worth Restoration", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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