التفاصيل البيبلوغرافية
| العنوان: |
A product's connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption. |
| المؤلفون: |
Rustagi, Nimish1 (AUTHOR) nimish.rustagi@gmail.com, Shrum, L.J.2 (AUTHOR) shrum@hec.fr |
| المصدر: |
Journal of Consumer Marketing. 2024, Vol. 41 Issue 4, p369-377. 9p. |
| مصطلحات موضوعية: |
*BRAND name products, *CONSUMER behavior, *PRODUCT counterfeiting, SELF-control, RESEARCH personnel, RUMINATION (Cognition) |
| مستخلص: |
Purpose: Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because such consumption causes self-threat rumination that impairs self-regulatory resources. This paper aims to identify a boundary condition that reconciles and explains these contradictory findings. Design/methodology/approach: The authors conducted three experiments to show that within-domain compensatory consumption undermines self-control, but only in some situations. They test a boundary condition (i.e. type of connections between within-domain products and self-threat domain) for the effects of such consumption on self-threat rumination and self-control. Findings: This paper demonstrates that within-domain (but not across-domain) compensatory consumption induces rumination and reduces subsequent self-control, but only when the product's connection to the self-threat domain is made explicit through brand names or slogans. When the connection is merely implicit, rumination and self-control deficits are not observed. Practical implications: Consumers may seek certain products to bolster threatened aspects of their self-concept. Marketing tactics that explicitly highlight connections to such self-aspects can lower a consumer's self-control resulting in stronger purchase intent, while at the same time hindering the possibility of self-concept repair. Managers need to be wary of ethical concerns. Originality/value: This research qualifies the existing findings by presenting "type of product connection" as a key determinant of within-domain compensatory consumption's impact on self-control. Researchers need to be conscious of the type of products (explicitly vs implicitly connected to the self-threat domain) they use in compensatory consumption studies, because this may influence their findings. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
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