Prior research demonstrates the influence of self-concept on consumption. The dominant theory is that of self-congruity, a concept that highlights the tendency of people to behave in a way that maintains consistency between their self-image and the product-image of goods and services they consume. This study differs from previous research in that it demonstrates the role of consumption as a means of compensation for people whose self-image is negative, as established by their weak self-esteem, and applies this knowledge to three products related to the tourism industry: restaurants, cultural shows and luxury products (e.g., lavish cruises and prestigious hotels).