Compensatory Consumption As Self- and Social-Signaling

This research examines how self-signaling versus social-signaling influence compensatory consumption. Self-signaling motivates people to repair insecurities by seeking products that signal strength in the domain of threat. In contrast, social-signaling motivates people to impress others by focusing on their strengths, and thus enhances preference for products unrelated to the threat.



Citation:

Monika Lisjak, Jonathan Levav, and Derek D. Rucker (2014) ,"Compensatory Consumption As Self- and Social-Signaling", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 156-162.

Authors

Monika Lisjak, Erasmus University Rotterdam, The Netherlands
Jonathan Levav, Stanford University, USA
Derek D. Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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