TY - JOUR
T1 - Identity threats, compensatory consumption, and working memory capacity
T2 - How feeling threatened leads to heightened evaluations of identity-relevant products
AU - Coleman, Nicole Verrochi
AU - Williams, Patti
AU - Morales, Andrea C.
N1 - Publisher Copyright:
© The Author(s) 2018. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved.
PY - 2019/6/1
Y1 - 2019/6/1
N2 - Despite abundant work documenting consumers’ reliance on symbolic self-completion after experiencing a self-discrepancy, surprisingly little research has investigated the underlying psychological processes that drive this type of compensatory consumption. This article addresses this critical gap, demonstrating that self-discrepancies triggered by identity threats reduce working memory capacity (WMC), and these reductions in WMC mediate compensatory consumption. Consumers process identity-relevant products more positively than neutral products, establishing a causal chain between self-threats, WMC, and compensatory consumption. In addition, identity-consistent experiences facilitate increases in WMC. Importantly, by utilizing negative emotions as the source of self-threat, this article also demonstrates that identity-inconsistent emotions can serve as a source of threat that is not only impactful, but also easily manipulated by managers through advertisements.
AB - Despite abundant work documenting consumers’ reliance on symbolic self-completion after experiencing a self-discrepancy, surprisingly little research has investigated the underlying psychological processes that drive this type of compensatory consumption. This article addresses this critical gap, demonstrating that self-discrepancies triggered by identity threats reduce working memory capacity (WMC), and these reductions in WMC mediate compensatory consumption. Consumers process identity-relevant products more positively than neutral products, establishing a causal chain between self-threats, WMC, and compensatory consumption. In addition, identity-consistent experiences facilitate increases in WMC. Importantly, by utilizing negative emotions as the source of self-threat, this article also demonstrates that identity-inconsistent emotions can serve as a source of threat that is not only impactful, but also easily manipulated by managers through advertisements.
KW - Compensatory consumption
KW - Emotions
KW - Identity threat
KW - Working memory capacity
UR - http://www.scopus.com/inward/record.url?scp=85067598036&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067598036&partnerID=8YFLogxK
U2 - 10.1093/jcr/ucy060
DO - 10.1093/jcr/ucy060
M3 - Article
AN - SCOPUS:85067598036
SN - 0093-5301
VL - 46
SP - 99
EP - 118
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 1
ER -