Chapter 12: Identity and compensatory consumption
Category:
Handbook Chapter
Published:
05 Dec 2019
Page Range:
186–198
Collection:
Business 2019
DOI:
https://doi.org/10.4337/9781788117739.00023
Restricted access

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,

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Cover Handbook of Research on Identity Theory in Marketing
Handbook of Research on Identity Theory in Marketing
Handbook
Published:
05 Dec 2019
Print ISBN:
9781788117722
eISBN:
9781788117739
DOI:
https://doi.org/10.4337/9781788117739
Pages:
c 496
Collection:
Business 2019
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