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Social Comparisons and Compensatory Consumption: The Art of Buying a Superior Self

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  • Kristi Reid-Partin

    (School of Natural Sciences, The University of Texas at Austin, Austin, TX 78705, USA)

  • Veena Chattaraman

    (Department of Consumer and Design Sciences, Auburn University, Auburn, AL 36849, USA)

Abstract

This paper examines how consumers’ body satisfaction, beliefs about the malleability of their appearance, and incidental comparisons with upward vs. lateral social media influencers interact to affect the type of consumption behaviors they engage in. Based on propositions of the compensatory consumption behavior (CCB) model and the social comparison theory, this study employs an online experiment with a 2 (social comparison: upward/lateral) × 2 (body satisfaction: low/high) × 2 (implicit theory: entity/incremental) × 2 (product type: head- and body-related) mixed-factorial design among a sample of 192 women (19–35 years). The appearance of the influencers was manipulated (upward: thinner, primped models; lateral: average weight, natural models), as were the products being advertised, whereas body satisfaction and consumers’ implicit theory were measured. The results indicated that consumers were more persuaded to purchase products from lateral compared to upward influencers. Further, lateral influencers were more persuasive for head-related (vs. body-related) products, whereas upward influencers were more successful in promoting body-related (vs. head-related) products. A significant ( p < 0.05) interaction between body satisfaction, implicit theory of appearance, and product type also emerged, supporting the proposals of the CCB model on how consumption behaviors are affected by felt discrepancies. These findings indicate that marketers can access more effective marketing results by collaborating with influencers that have a similar appearance to that of their target audience.

Suggested Citation

  • Kristi Reid-Partin & Veena Chattaraman, 2023. "Social Comparisons and Compensatory Consumption: The Art of Buying a Superior Self," Sustainability, MDPI, vol. 15(22), pages 1-15, November.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:22:p:15950-:d:1280396
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    References listed on IDEAS

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