When Compensatory Consumption Backfires: The Asymmetric Effect of Self-Threat on Consumption Preference and Satisfaction

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When Compensatory Consumption Backfires: The Asymmetric Effect of Self-Threat on Consumption Preference and Satisfaction

Abstract Compensatory consumption behaviors occur when a threat to one’s self-concept is followed by the choice of goods and experiences intended to bolster the self against the threat. While the shift in preferences is well documented, how satisfied consumers are with the chosen compensatory option remains an open question. This research identifies when and why compensatory consumption is likely to backfire (i.e., a self-threat that increases c