Effect of status threat on preference for cross-domain self-improvement products: The moderation of trade-off beliefs

Negative psychological experiences, such as exposure to a status threat, are an important driver of consumer behavior. While existing literature has overwhelmingly argued that consumers endeavor to cope with a status threat via compensatory consumption (i.e., purchasing status-related or hedonic products), other studies have demonstrated that consumers who perceive the threat as controllable tend to resort to adaptive consumption (i.e., within-domain self-improvement products). The current research proposes that perceived loss of control stemming from a status threat leads to consumers' preference for cross-domain self-improvement products. Further, trade-off beliefs moderate the effect of status threat on perceived loss of control, which in turn predicts preference for cross-domain self-improvement products. These findings contribute to the theorization of status threat and cross-domain self-improvement products and provide significant practical implications for marketers.