Consumption as a Mechanism to Compensate the Perceived Loss of Psychological Ownership of Self: A Study of Women in Relationships

摘要

1. Why do women exhibit a compensatory consumption behavior after marriage? 2. Is compensatory consumption a manifestation of married women's active/passive efforts to renegotiate their sense of self? 3. What is that self-discrepancy which motivates them to seek these compensatory consumption to reduce the discrepancy? 4. Do women perceive a loss of psychological ownership of self after marriage? Why? 5. What is the nature of this self-discrepancy? 6. What are the intermediary aversive consequences of this perception of loss of psychological ownership of self? 7. How does marketing influence the loss and how does marketing influence the renegotiation efforts of these women?