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- Title
Obesity and compensatory consumption: Evidence from jewelry shopping.
- Abstract
This article examines the link between obesity and compensatory consumption in the context of jewelry shopping. Study 1 finds that participants with higher body mass indices are willing to pay more for a jewelry item. Study 2 generalizes this finding by documenting that jewelry store sales are higher in places with greater obesity rates. Using Google Trends data, Study 3 shows that the search interest for jewelry stores increases with the obesity rate and that this relationship is mediated by people's dissatisfaction with their current weight as revealed by their search activity. Finally, supporting the self‐discrepancy account, Study 4 shows that the use of self‐related and discrepancy words together in jewelry‐related tweets is more pronounced in places with greater obesity rates. These findings collectively help enhance the field's understanding of the consumption behavior of people who are part of a large stigmatized group.
- Subjects
OBESITY; HEDONISTIC consumption; CONSUMER behavior; JEWELRY stores; SHOPPING; WILLINGNESS to pay
- Publication
Psychology & Marketing, 2022, Vol 39, Issue 1, p101
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.21578