A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

• Published in: The Journal of consumer marketing 2024-06, Vol.41 (4), p.369-377
• Main Authors: Rustagi, Nimish, Shrum, L.J.
• Format: Article
• Language: English
• Subjects: Consumption; Dictionaries; Hypotheses; Identity; Power; Self control; Self esteem; Success; Threats
• ISSN: 0736-3761; 0736-3761; 2052-1200
• DOI: 10.1108/JCM-02-2022-5187

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.