Identity and compensatory consumption

Derek D. Rucker; Christopher Cannon

doi:10.4337/9781788117739.00023

Identity and compensatory consumption

Derek D. Rucker, Christopher Cannon

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

This chapter accepts one of the core principles of this volume: The identity verification principle. In particular, we note that individuals monitor and use feedback from the environment to assess their standing and/or progress toward their ideal representation of an identity. This chapter aims to help the reader understand how consumers’ behavior is affected by information or feedback that fosters an inconsistency in people’s actual and desired identity. We examine how people attempt to assuage self-discrepancies via compensatory consumption. In particular, we review five compensatory consumer behaviors—direct resolution, symbolic self-completion, fluid compensation.

Original language	English (US)
Title of host publication	Handbook of Research on Identity Theory in Marketing
Publisher	Edward Elgar Publishing Ltd.
Pages	186-198
Number of pages	13
ISBN (Electronic)	9781788117739
ISBN (Print)	9781788117722
DOIs	https://doi.org/10.4337/9781788117739.00023
State	Published - Jan 1 2019

ASJC Scopus subject areas

Economics, Econometrics and Finance(all)
Business, Management and Accounting(all)
Psychology(all)

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10.4337/9781788117739.00023

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