Batra, R K and Ghoshal, T
(2017)
Fill up Your Senses: A Theory of Self-Worth Restoration through High-Intensity Sensory Consumption.
Journal of Consumer Research.
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Abstract
It is well known that individuals engage in reactive consumption to address self-discrepancy and self-threat and that this consumption may either be symbolically related to the nature of the threat or occur in an unrelated domain. This research proposes a theory for self-worth restoration through the consumption of high-intensity sensory stimuli. Four studies demonstrate that not only do individuals facing self-threat prefer high-intensity sensory consumption (HISC) but also that this consumption restores their self-worth. This propensity for HISC is negated after individuals are allowed to engage in additional self-affirmation tasks. The findings are documented in both the visual domain (as evidenced by a preference for more intense and saturated colors) and the auditory domain (as evidenced by a preference for louder audio levels). The consumption of high-intensity sensory stimuli elevates individuals’ arousal levels, which in turn minimizes rumination on thoughts related to the threat and thus restores one’s self-worth. The distractive nature of HISC and its subsequent impact on self-worth restoration is shown to operate regardless of the valence of the sensory consumption. Finally, the propensity for HISC is negated after individuals experience an arousal-elevating threat, providing additional support for the underlying process.
Affiliation: |
Indian School of Business
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ISB Creators: |
ISB Creators | ORCiD |
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Batra, R K | UNSPECIFIED | Ghoshal, T | UNSPECIFIED |
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Item Type: |
Article
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Uncontrolled Keywords: |
high-intensity sensory consumption, compensatory consumption, distraction, arousal, self-threat, self-worth |
Subjects: |
Socio Political System |
Depositing User: |
Veeramani R
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Date Deposited: |
13 Jun 2017 20:31 |
Last Modified: |
13 Jun 2017 20:31 |
URI: |
http://eprints.exchange.isb.edu/id/eprint/538 |
Publisher URL: |
https://doi.org/10.1093/jcr/ucx074 |
Related URLs: |
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