When Compensatory Consumption Backfires: the Pain and Pleasure of Experiential Purchases
Prior research has shown that self-threats can evoke consumption that signals accomplishments in the domain of the threat. However, we show that this within-domain compensation is likely to backfire, especially when consumers compensate with experiential rather than material purchases. Identity relevance of experiential purchases could be the mechanism.
Zichuan Mo and Jingjing Ma (2017) ,"When Compensatory Consumption Backfires: the Pain and Pleasure of Experiential Purchases", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1075-1075.
Zichuan Mo, Peking University, China
Jingjing Ma, Peking University, China
NA - Advances in Consumer Research Volume 45 | 2017
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