An Identification of Factors Influencing Compensatory Consumer Behavior Strategies Choice in Encountering Discrepancy between Actual Self and Ideal Self

Very little research has been done about when each of compensatory consumer behavior strategies occurs. Therefore, the present research has been done to fill the gap by identification of factors influencing compensatory consumer behavior strategies choice in encountering discrepancy between actual self and ideal self. The present research has a qualitative approach and has been done based on grounded theory. In-depth interviews were used for data collection. The sampling was carried out using theoretical sampling method by the use of purposive and snowball techniques. Based on that, twenty-three cosmetic and plastic surgery clients were interviewed in Tehran. The data were analyzed using Strauss and Corbin method and paradigm model. Based on results of open coding, axial coding and selective coding, self-discrepancy was selected as the axial category because it appeared in the data repeatedly, and all other major categories could be related, two individual (one's self concept such as one's own skills, competence, or values) and interpersonal (one's standing compared to others) sources cause self-discrepancy, strategies (compensatory consumer behavior strategies) are used under global trends (such as become technological, become aesthetics and …), social factors, cultural factors, personal factors, psychological factors and demographic factors moderate strategies, two direct resolution and symbolic self-completion strategies are used in response to self-discrepancy, compensatory consumer behavior strategies can reduce or eliminate self-discrepancy.