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

Share Proceeding

Featured papers

See More


Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More


Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


How Temporal Separation in Budgeting Affects Spending Behavior

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.