Abstract The idea that consumers use products to feel good about themselves is a basic tenet of marketing. Yet, in addition to the motive to self-enhance, consumers also strive to confirm their self-views (i.e., self-verification). Although self-verification provides self-related benefits, its role in consumer behavior is poorly understood. To redress that gap, we examine a dispositional variable—trait self-esteem—that predicts whether consumers self-verify in the marketplace. We propose that low (vs. high) self-esteem consumers gravitate toward inferior products because those products confirm their pessimistic self-views. Five studies supported our theorizing: low (vs. high) self-esteem participants gravitated toward inferior products (study 1) because of the motivation to self-verify (study 2). Low self-esteem consumers preferred inferior products only when those products signaled pessimistic (vs. positive) self-views and could therefore be self-verifying (study 3). Even more telling, low self-esteem consumers’ propensity to choose inferior products disappeared after they were induced to view themselves as consumers of superior products (study 4), but remained in the wake of negative feedback (study 5). Our investigation thus highlights self-esteem as a boundary condition for compensatory consumption. By pinpointing factors that predict when self-verification guides consumer behavior, this work enriches the field’s understanding of how products serve self-motives.

Slow motion is a popular video editing tool used to enhance short-form videos (e.g., reels, stories, GIFs), which are commonly found in media entertainment and marketing communications. This research shows that slow motion increases the virality (e.g., likes, votes, views) of short-form videos and boosts brand liking, choice, and willingness to pay. The effect occurs because slow motion enhances the hedonic component of the viewing experience via processing fluency. By documenting how the success of slow motion is subject to moderators, this work shows marketers, entertainment producers, and everyday people how to use slow motion more effectively. Across a large-scale field data set and six experiments, the authors highlight that slow motion is especially effective when applied to short-form videos that are inherently pleasant and that involve complex movements that are difficult to perceive at regular speed. However, even simple movements benefit from slow motion when content creators zoom in on subtle movements to increase complexity. Moreover, slow motion is more effective when viewers engage in less elaborate processing. Finally, the authors show that the perceived disfluency of fast-motion editing is effective at boosting brand evaluations when viewers desire excitement.