The Compensatory Consumer Behavior Model: How Self ...
self-discrepancy, or an inconsistency between one’s ideal and actual self (Higgins, 1987). For example, a person who fails an important test might view himself as unintelligent, and thus experience a self-discrepancy between how he currently sees himself (i.e., unintelligent) and how he wants to see himself (i.e., intelligent). ................
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