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dc.contributor.supervisor Wan, Fang (Marketing) en
dc.contributor.author Qiu, Pingping
dc.date.accessioned 2010-08-23T20:44:16Z
dc.date.available 2010-08-23T20:44:16Z
dc.date.issued 2010-08-23T20:44:16Z
dc.identifier.uri http://hdl.handle.net/1993/4068
dc.description.abstract This dissertation identifies two competing coping strategies individuals may employ to deal with self threat in consumption contexts—defensive and compliant strategies—and addresses the relationship between defensive and compliant consumption by investigating the key factors that determine the adoption of defensive (vs. compliant) consumption. This research 1) first uncovers consumer contexts where self threat activates defensive reactions, leading to a defensive consumption (Study 1 and 2); 2) examines the joint impact of the affirmation value of products and the mode of threat on determining whether defensive or compliant consumption takes place (Study 3); and 3) proposes that opportunities to affirm self views can turn off the defensive coping and reduce defensive consumption (Study 4). Taken together, this research addresses the influence of self threat on consumption by examining these factors which have not been studied systematically in previous consumer research. en
dc.format.extent 3326862 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US
dc.subject Marketing en
dc.title Defensive reactions to self threat in consumption: the moderating role of affirmation en
dc.degree.discipline Management/Business Administration en
dc.contributor.examiningcommittee Manchanda, Raj (Marketing) Leboe, Jason (Psychology) Chattopadhyay, Amitava (INSEAD) en
dc.degree.level Doctor of Philosophy (Ph.D.) en
dc.description.note October 2010 en


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