Compensatory Consumption and Consumer Compromises: A State of the Art Review

Koles, B.; Wells, V.; Tadajewski, M.

Abstract

Compensatory consumption has been an increasingly researched yet widely debated area of consumer behaviour over the last 20 years. Extant research formulates the term as overwhelmingly negative, largely due to the simplistic and fragmented conceptualisations assumed in prior work. The purpose of the current paper is to present a comprehensive review of the umbrella term of compensatory consumption, incorporating a continuum of behaviours and accounting for the pre- and post-consumption periods including both positive and negative viewpoints. In addition, expanding upon the theory of need satisfaction, the current paper introduces a novel conceptual distinction between compensation and compromise. Finally, a proposed theoretical framework is presented that differentiates between compensatory and compromisory consumption based on the extent of consumer consciousness, rationality and rationalisation. Future research directions are offered.

Citation

Koles, B., Wells, V., & Tadajewski, M. (2018). Compensatory Consumption and Consumer Compromises: A State of the Art Review. Journal of Marketing Management, 34(1-2), 96-133. https://doi.org/10.1080/0267257x.2017.1373693

• Journal Article Type: Article
• Acceptance Date: Jul 31, 2017
• Online Publication Date: Sep 21, 2017
• Publication Date: 2018
• Deposit Date: Aug 2, 2017
• Publicly Available Date: Mar 21, 2019
• Journal: Journal of Marketing Management
• Print ISSN: 0267-257X
• Electronic ISSN: 1472-1376
• Publisher: Taylor and Francis Group
• Peer Reviewed: Peer Reviewed
• Volume: 34
• Issue: 1-2
• Pages: 96-133
• DOI: https://doi.org/10.1080/0267257x.2017.1373693