Feeling Physically Short Increases Compensatory Consumption

We show that the psychological experience of physical shortness increases compensatory consumption because it poses a threat to individuals’ identity. Participants who felt chronically or temporarily short (vs. tall) were more likely to compensate through choices of high-status products and high-status roles in economic games, but self-affirmation offered a remedy.


Gabriele Paolacci, Nailya Ordabayeva, and Anika Stuppy (2014) ,"Feeling Physically Short Increases Compensatory Consumption", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 156-162.


Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Nailya Ordabayeva, Boston College, USA
Anika Stuppy, Erasmus University Rotterdam, The Netherlands


NA - Advances in Consumer Research Volume 42 | 2014

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