消费者在日常生活中会感受到来自各方面的自我威胁，并采取多种行动来应对这些威胁。这种现象的营销学意义在于：消费者可以通过多样化的消费来应对威胁，这种行为被定义为“应对性消费”。它包括积极和消极消费等多种可能的商品消费偏好。探索影响消费者对不同类型应对性消费选择的边界条件和心理机制，将有助于理论模型的建构和消费行为的预测。本项目首先基于扎根理论对应对性消费进行质性研究与理论建构；其次，基于理论编制与建立应对性消费的测量工具和实验范式；再次，进行应对性消费的跨文化对比研究；然后，通过实验探索应对性消费在认知、动机和情绪三个层面的心理机制；最后，引入控制感作为边界条件，通过实验探究威胁本身的特征、消费者的人格特质、消费者过往经验三种不同控制感对自我威胁情境下应对性消费的影响。本研究可以帮助消费者建立积极的应对性消费，避免消极的应对性消费，并为商家精准预测消费者自我威胁后的商品消费偏好提供指导。

Consumers are likely to experience various self-threat in daily life and they cope with these threats in a variety of ways. Marketing research revealed that consumers can cope with self-threat by various consumptions and such bebaviors are defined as coping consumption. Coping consumption contains a diversity of behaviors that may have either positive or negative impacts on consumers. Thus, exploring the boundary conditions and psychological mechanisms of coping consumption offers significant theoretical and practical contributions. The present research consists of five sections. Specifically, we will firstly conduct qualitative research to propose a theory of coping consumption based on the grounded theory. Secondly, we will develop and validate the scale and the experimental paradigms for studying coping consumption. Thirdly, we will conduct a series of cross-culture studies. Fourthly, we will examine the psychological mechanism of consumers’coping consumption under the situations of self-threat in three levels of cognition, motivation and emotion through experimental studies. Finally, we will test sense of control from three sources , specifically, the characteristics of the threat, the personality of consumers and the consumers' past experience, as boundary conditions of the effect of self-threat on coping consumption. This study can help consumers to conduct positive consumptions and avoid negative consumptions, and provide guidance for predicting consumptions preferences precisely to benefit businesses.