Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/284786 
Year of Publication: 
2021
Citation: 
[Journal:] Journal of Consumer Behaviour [ISSN:] 1479-1838 [Volume:] 20 [Issue:] 6 [Year:] 2021 [Pages:] 1591-1604
Publisher: 
Wiley, Hoboken, NJ
Abstract: 
Self‐discrepancy between the actual and ought self‐concept is harmful to individuals, causing them to experience psychological discomfort. Previous consumer research has repeatedly demonstrated that self‐discrepancies motivate consumers to cope with their negative psychological consequences. However, despite the potential of marketing tools to influence consumers' affective reactions, consumer research remains silent on how firms can help consumers cope with psychological discomfort caused by self‐discrepancies. We apply the “approach–avoidance” coping classification to the firm context and suggest two marketing tools—cause‐related marketing (CRM) and a spacious store layout—as moderators of the relationships between experienced self‐discrepancy and a threat to a consumer's social identity and between social identity threat and store loyalty/store attitude. In a scenario‐based experimental study, we collect data and apply structural equation modeling for data analysis. The results confirm that both suggested marketing tools can effectively mitigate the negative effects of social identity threat on store loyalty and attitude. Furthermore, a spacious store layout exerts a stronger moderating effect than CRM.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article
Document Version: 
Published Version

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