Purpose: The purpose of this paper is to study the influence of perceived control on product preferences of consumers under self-threat. Design/methodology/approach: By conducting four experiments, this paper manipulated the participants’ self-threat and three sources of perceived control –...

Purpose: The purpose of this paper is to examine the effect of self-worth on status consumption, focusing on the mediation of self-enhancement and self-compensation and the moderation of power distance belief (PDB) in the relationship of threats to self-worth and consumer choice....