Obesity and compensatory consumption: Evidence from jewelry shopping

Obesity and compensatory consumption: Evidence from jewelry shopping. Didem Kurt. Psychology & Marketing, September 16 2021. https://doi.org/10.1002/mar.21578

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.