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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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