Compensatory Consumption:

Review and Future Research Agenda

Abstract

In recent years, research focusing on consumer reactions to threats due to self-discrepancy has received growing academic interest. These threats and consumer reactions are discussed in terms of compensatory consumption in consumer research. A synthesis of the findings in a review of studies on compensatory consumption published between 2017 and 2022 identified three issues related to: (1) determinants of coping strategies, (2) successive compensatory consumption, and (3) ways to avoid specific coping strategies. The future research agenda is discussed based on these issues raised in prior research.