Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior.

ABSTRACT: To cope with self-threat being induced by personal setbacks in daily life, compensatory consumption, especially on symbolic product, has been found to do valuable help to resolve discrepancies between ideal and actual self-concept. Conforming to symbolic self-completion theory, the current study adopted event-related potentials to explore the objective information processing stages in self-concept-impaired status (the defeat group) on a neural level. The behavioral results replicated previous findings that the defeat group gained stronger purchase intention for symbolic products than utilitarian products. The electrophysiological data demonstrated that perceptual difficulties for products in preliminary stage (N1) were steady among conditions, and after that, information processing separat

SUBMITTER: Yu W 

PROVIDER: S-EPMC7225264 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature