Consumer Behavior

Exploring the Effects of Religious Self-Discrepancies on Compensatory Consumption

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Abstract

Guided by Higgins (1987) self-discrepancy theory, this study explores the relationship between religion and self-discrepancy in relation to consumer behavior and identifies emotional consequences and compensatory consumption-based coping strategies used to alleviate the discrepancy. Since Christianity and Islam influence over half the global population (Pew Research Center, 2012), this study aims to describe the possible differences between the self-discrepancies and coping strategies of Christian and Muslim consumers. Using an open-ended questionnaire, responses were recorded by 20 Muslims and 22 Christians. Results found that Christians more often showed actual-ideal discrepancies, while Muslims predominantly exhibited actual-ought discrepancies. In addition to motivators “self” and “others”, “God” emerged as a third and new motivator, necessitating further exploration various contexts. Both Muslim and Christian participants predominately used direct resolution as a coping strategy. This study highlights religion's significant impact on self-concept and consumer behavior, emphasizing the importance of understanding religious self-discrepancies to support congregational well-being.

Keywords: Self-Discrepany, Compensatory Consumption, Religion, Consumer Behavior

How to Cite:

Stovall, C. E., AL-AMIN, F. & Chattaraman, V., (2025) “Exploring the Effects of Religious Self-Discrepancies on Compensatory Consumption”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18609