Tanuka Ghoshal

Assistant Professor of Marketing at the Indian School of Business (ISB).

Feeling low? Forgo the comfort food and turn up the volume!

Researchers have long studied the relationship between self-threat and compensatory consumption and have found that individuals who feel threatened or inadequate frequently demonstrate a tendency to engage in a variety of counterproductive behaviours. For example, when people sense that their socioeconomic identity or status is threatened, they feel the need to demonstrate their earning ability and often react by buying …

Read More »

Related Articles