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دانلود رایکان مقاله انگلیسی ISI با موضوع مدل رفتار جبرانی مصرف کننده

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مدل رفتار جبرانی مصرف کننده: چگونه خود ناهمخوانی محرک رفتار مصرف کننده است

عنوان انگلیسی مقاله:

The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior

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Consumption can reduce self-discrepancies

At a broad level, people are motivated to resolve selfdiscrepancies because of a salient conflict between how they currently see themselves and how they wish to see themselves. This cognitive inconsistency can be resolved in several ways (Tesser et al., 2000). First, individuals could reduce a selfdiscrepancy by engaging in behavior or thinking that reduces the perceived discrepancy. Resolving the discrepancy can eliminate the accompanying negative cognitive, affective, and physiological consequences, and thus the need to take further action (e.g., Stone, Wiegand, Cooper, & Aronson, 1997). Second, individuals could downplay the importance of a discrepancy; that is, they could recognize the gap exists, but view it as no longer central to the self; if a discrepancy is not important to the sense of self, it should be less bothersome (see Lisjak et al., 2015). Third, individuals could reduce the salience of the self-discrepancy. By not thinking about the discrepancy, it is neither resolved nor deemed unimportant, but it is not cognitively salient (Dalton & Huang, 2014). Each of these alternatives serves as a method to reduce the negative consequences of a self-discrepancy