Wallowing in Misery: Consumers With Low Self-Esteem Verify Negative Self-Views By Choosing Miserable Products
When and why do consumers eat unappetizing food or purchase low-tier brands? We argue that consumers with negative self-views choose miserable products chronically and after threat to self-verify. While people with high self-esteem self-enhance or self-mollify after threat, people with low self-esteem seek self-congruent miserable products to affirm their self-views.
Anika Stuppy, Nicole L. Mead, and Stijn M. J. van Osselaer (2016) ,"Wallowing in Misery: Consumers With Low Self-Esteem Verify Negative Self-Views By Choosing Miserable Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 643-644.
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Nicole L. Mead, University of Melbourne, Australia
Stijn M. J. van Osselaer, Cornell University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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