A Review on Self-Discrepancy Theory and its Application on Consumer Behavioral Studies
(A2026-132074)

AUTHORS

Joana Andrade, ISEG, Instituto Superior de Economia e Gestão

ABSTRACT

Self-Discrepancy Theory (SDT) was created by Higgins, in 1987, and it is still used today, in the marketing literature, to study and analyze consumer psychology and behavior. SDT includes three domains of the self (actual, ideal and own) and two standpoints on the self (own and other). Because the marketing literature tends to focus much more on the relationship between the actual/own and ideal/own, and because here in this context we are limited in time and space, this paper analyzes and comments only this part of the whole theory (conceptual paper). SDT states that a self-discrepancy between the actual self and the ideal self, both viewed from the individual´s own perspective, can cause a discomfort, which originates from negative emotions, and that the bigger the discrepancy, the bigger the discomfort that the individual will feel. This paper identifies inconsistencies in SDT rationale and logical thinking, arguing that, although natural in everyone, self-discrepancies do not cause negative emotions in everyone, that individuals with higher levels of self-esteem, selfefficacy and self-acceptance do not see these differences (between who they are today and who they wish to be) negatively, but positively, as motivating and inspiring, and that, even in case of failure, they do not reduce their self-worth to their mistakes, as they perceive errors, not only as natural and inevitable, but as necessary for growth and learning. This paper additionally concludes that to accept that all self-discrepancies cause harm, discomfort and negative emotions is to also accept that humans are doomed to feel this way for eternity, as the ideal-self state is an ever-changing, never truly reachable concept: ideal self is the way, not the destination. Finally, as humans react differently to achievement and to defeat, psychological consequences like those stated in SDT should not be generalized. Implications on consumer behavior studies are discussed.