Compensatory Consumption When Saying Goodbye

In our fast-paced world context, consumers are increasingly exposed to temporary or lasting departures from familiar contexts: from landscapes, surroundings, and/or significant others. Our empirical research supports the finding that consumption experiences act as compensators from losses of the familiar. We elicited from the data two mechanisms for this compensation to occur: The Teddy Bear Effect – symbolically activating the missing past in a current personal situation - and The Rebound Effect - anticipating novelty in life. Ten case studies enlighten this agenda; their interpretation results from an iterative process leveraged on both participants and the philosophical concept of Narrative Identity.


Pilar Rojas and Christian Bluemelhuber (2010) ,"Compensatory Consumption When Saying Goodbye", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 891-892 .


Pilar Rojas, Université Libre de Bruxelles (ULB), Belgium
Christian Bluemelhuber, Université Libre de Bruxelles, Belgium


NA - Advances in Consumer Research Volume 37 | 2010

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