Protecting Your Consumers’ Self Image

In these tough economic times, it’s important for retail sales managers to know why people shop—almost as much as where and when they shop. While “where and when” studies have been explored in great depth, the “why” question has remained somewhat elusive. Some consumer researchers believe the answer lies in protecting one’s self image—before and after it’s threatened. 

One recent study published in the Journal of Consumer Research, “Bracing for the Psychological Storm: Proactive versus Reactive Compensatory Consumption,” revealed that “products are reactively bought to cope with challenges to a consumer's self-image, as well as to proactively protect themselves against potential challenges.” Study authors, Soo Kim and Derek D. Rucker, Ph.D., both of the Kellogg School of Management at Northwestern University, found that when facing potential future challenges to their self-image, buyers will proactively choose only products that are specific to the potentially negative situation they expect to face.  

For example, a student may decide to arm himself with a bottle of “Smart Water” before taking a physics test. Another shopper may spend heavily on a designer outfit before attending a high school reunion to counter a negative self-image that they have not been successful since graduating. 

The researchers noted that consumers will select products that bolster or protect the part of the self that might come under threat—before receiving any negative feedback. After encountering negative feedback, consumers tend to increase their consumption of image bolstering products to distract them from the “hit” they suffered to their ego. 

Kim and Rucker conducted five experiments that focused and compartmentalized reactive and proactive compensatory product consumption. One experiment challenged the self-identity of students at a well-respected university by having them play a virtual game, one that would gauge their "perceptual intelligence." Before the game, the students were asked to go on an unrelated shopping exercise. The products available for them to buy were either related to intelligence  or unrelated. Students who were primed to doubt their abilities were willing to pay more for the items that made them feel smart. Kim and Rucker concluded that consumers will guard against future challenges by purchasing products that protect their self-image. 

 

Other studies also link compulsive shopping with self esteem. "We are living in a consumption-oriented society…," says researcher Kent Monroe, a marketing professor at the University of Illinois at Urbana-Champaign. Monroe and his colleagues noted that compulsive buying was associated with materialism, reduced self-esteem, depression, anxiety and stress. While compulsive shoppers expressed positive feelings about buying, they tended to conceal their purchases from family and friends, return items, argue more about purchases, and max-out their credit cards. 

As a retail sales manager, this information can be useful in a number of ways. People looking for jobs will seek suits and “power outfits” that make them feel more confident. During May and June, promotions geared toward enhancing one’s self image for junior and senior proms can help bolster sales. Start-of-summer sales can emphasize products that improve one’s appearance at the pool or beach—diet products, exercise equipment, etc. Products that protect one’s self image—both proactively and reactively--will be in demand.