Protecting the self through consumption: Status goods as affirmational commodities

Journal of Experimental Social Psychology

Organisational Behaviour

Journal of Experimental Social Psychology 2010 Vol 46:3 p 564-570

Sivanathan N;Pettit N C

Niro Sivanathan

2010

Individuals conspicuously consume to signal their wealth. As a variant to this economic explanation, four studies explored individual’s psychological need for self-integrity as a potential motivating force for these consumption decisions. Relying on both field and experimental studies, and employing multiple instantiations of high-status goods and self-threat, we demonstrate that individuals consume status-infused products for their reparative effects on the ego. Individuals under self-threat sought ownership of high-status goods to nurse their psychological wounds (Study 1), and when afforded an alternate route to repair their self-integrity, sought these products less (Study 2). Furthermore, among a representative sample of US consumers, low-income individuals’ lowered self-esteem drove their willingness to spend on high-status goods (Study 3). Finally, these high-status goods serve the purpose of shielding an individual’s ego from future self-threats (Study 4). The compensatory role of high-status goods has important implications for consumer decision-making and public policies aimed at reducing consumer debt.

Self-integrity; Compensatory consumption; Status; Self-threat; Self-affirmation

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