Abstract
Compensatory consumption has been an increasingly researched yet widely debated area of consumer behaviour over the last 20 years. Extant research formulates the term as overwhelmingly negative, largely due to the simplistic and fragmented conceptualisations assumed in prior work. The purpose of the current paper is to present a comprehensive review of the umbrella term of compensatory consumption, incorporating a continuum of behaviours and accounting for the pre- and post-consumption periods including both positive and negative viewpoints. In addition, expanding upon the theory of need satisfaction, the current paper introduces a novel conceptual distinction between compensation and compromise. Finally, a proposed theoretical framework is presented that differentiates between compensatory and compromisory consumption based on the extent of consumer consciousness, rationality and rationalisation. Future research directions are offered.
Original language | English |
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Pages (from-to) | 96-133 |
Number of pages | 38 |
Journal | Journal of Marketing Management |
Volume | 34 |
Issue number | 1-2 |
Early online date | 21 Sept 2017 |
DOIs | |
Publication status | Published - 2018 |
Bibliographical note
© 2017 Westburn Publishers Ltd. This is an author-produced version of a paper accepted for publication. Uploaded with permission of the publisher/copyright holder. Further copying may not be permitted; contact the publisher for detailsKeywords
- Compensatory consumption
- compensation
- compromise
- consumer consciousness
- consumption continuum
- rationalisation