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Perils of Compensatory Consumption: Within-Domain Compensation Undermines Subsequent Self-Regulation

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  • Monika Lisjak
  • Andrea Bonezzi
  • Soo Kim
  • Derek D. Rucker

Abstract

Prior research has shown that psychological threat can provoke consumers to desire, seek out, and acquire products that symbolize accomplishment in the domain of the threat. Although such within-domain compensation can serve as a psychological salve to repair the self, the current research suggests that sometimes this form of compensation can have ill effects. Specifically, engaging in within-domain compensation can trigger ruminative thinking about the threat. As a consequence, performance in subsequent tasks that require self-regulation is undermined. In support of this hypothesis, multiple experiments demonstrate that within-domain compensation impairs subsequent self-regulation on behaviors ranging from resisting tempting but unhealthy food to performing cognitively taxing tasks. Evidence that within-domain compensation fosters ruminative thought, as well as documentation of boundary conditions, is provided.

Suggested Citation

  • Monika Lisjak & Andrea Bonezzi & Soo Kim & Derek D. Rucker, 2015. "Perils of Compensatory Consumption: Within-Domain Compensation Undermines Subsequent Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1186-1203.
  • Handle: RePEc:oup:jconrs:doi:10.1086/678902
    DOI: 10.1086/678902
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    Cited by:

    1. Alexopoulos, Theodore & Šimleša, Milija & Francis, Mélanie, 2015. "Good self, bad self: Initial success and failure moderate the endowment effect," Journal of Economic Psychology, Elsevier, vol. 50(C), pages 32-40.
    2. Orazi, Davide C. & Yi Mah, Kit & Derksen, Tim & Murray, Kyle B., 2023. "Consumer escapism: Scale development, validation, and physiological associations," Journal of Business Research, Elsevier, vol. 160(C).
    3. Freeman Wu & Adriana Samper & Andrea C. Morales & Gavan J. Fitzsimons, 2017. "It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 651-672.
    4. Zheng, Xiaoying & Xu, Jing & Shen, Hao, 2022. "To be respected or liked: The influence of social comparisons on consumer preference for competence- versus warmth-oriented products," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 170-189.
    5. Billore, Soniya & Anisimova, Tatiana & Vrontis, Demetris, 2023. "Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
    6. Wang, Yaming & Wang, Xingyuan & Chen, Haipeng (Allan) & Ouyang, Qiang, 2024. "Effect of status threat on preference for cross-domain self-improvement products: The moderation of trade-off beliefs," Journal of Business Research, Elsevier, vol. 172(C).

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