Distinct threats, common remedies: How consumers cope with psychological threat

Da Hee Han*, Adam Duhachek, Derek D. Rucker

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Scopus citations


Research has consistently demonstrated that psychological threats to the self have a wide variety of consequences for consumer behavior. The present research introduces a novel perspective to this topic by proposing that psychologically distinct domains of threat have a common underpinning in the coping strategies they evoke. Specifically, this paper presents the argument that distinct domains of threat can be linked to either approach motivations that foster more problem-focused coping or avoidance motivations that foster more emotion-focused coping. Multiple experiments offer systematic support for these propositions. Implications for both the psychological self-threat literature and the coping literature are discussed.

Original languageEnglish (US)
Pages (from-to)531-545
Number of pages15
JournalJournal of Consumer Psychology
Issue number4
StatePublished - Oct 1 2015


  • Approach motivation
  • Avoidance motivation
  • Emotion-focused coping
  • Problem-focused coping
  • Psychological threat

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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