When Compensatory Consumption Backfires: the Pain and Pleasure of Experiential Purchases

Zichuan Mo, Peking University, China
Jingjing Ma, Peking University, China
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.
[ to cite ]:
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.