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Derek D. Rucker and Christopher Cannon

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,