The Compensatory Consumer Behavior Model: How self‐discrepancies drive consumer behavior
这篇综述系统整合了消费者如何通过购买行为缓解自我差异（现实自我与理想自我之间的差距）的研究，提出了包含五种应对策略的补偿性消费者行为模型，为营销和心理学研究者提供了理论框架和未来研究方向。
Abstract Consumer goods and services have psychological value that can equal or exceed their functional value. A burgeoning literature demonstrates that one source of value emerges from the capacity for products to serve as a psychological salve that reduces various forms of distress across numerous domains. This review systematically organizes and integrates the literature on the use of consumer behavior as a means to regulate self‐discrepancies, or the incongruities between how one currently perceives oneself and how one desires to view oneself (Higgins, 1987). We introduce a Compensatory Consumer Behavior Model to explain the psychological consequences of self‐discrepancies on consumer behavior. This model delineates five distinct strategies by which consumers cope with self‐discrepancies: direct resolution , symbolic self‐completion , dissociation , escapism , and fluid compensation . Finally, the authors raise critical questions to guide future research endeavors. Overall, the present review provides both a primer on compensatory consumer behavior and sets an agenda for future research.