Coping repertoire: Integrating a new conceptualization of coping with transactional theory Adam Duhachek ⁎ , Katie Kelting Kelley School of Business, Indiana University, 1309 E. 10th St., Bloomington, IN 47405, USA Received 1 July 2008; revised 26 March 2009; accepted 2 April 2009 Available online 9 May 2009 Abstract This research develops the construct of coping repertoire, a new trait-based conceptualization of coping based on the number of strategies consumers use in coping with consumer stress. We posit that the number of strategies consumers use is an important determinant of consumers' coping confidence appraisals, a key determinant of consumers' ability to effectively manage stress. In five studies, we establish the importance of this construct and the mechanism through which it influences appraisal. These studies establish the theoretical importance of coping repertoire as an important moderator, and we conclude with a discussion of future research related to this coping perspective. © 2009 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved. Keywords: Coping; Appraisal; Stress; Control Recent consumer research has examined the ways consumers cope with a variety of consumer stressors. The study of consumer behavior through the theoretical lens of coping has produced rich insights in the area of consumer reactions to persuasion (Kirmani & Campbell, 2004), responses to negative emotion (Duhachek & Oakley, 2007; Luce, 1998; Yi & Baumgartner, 2004), the role of coping and consumption in the face of death and serious illness (Maheswaran & Agrawal, 2004; Pavia & Mason, 2004; Luce & Kahn, 1999), and adaptive consumer behavior in response to technological innovation (Mick & Fournier, 1998). Extant coping research has emphasized the role of identify- ing conditions in which specific coping strategies, such as taking action or engaging in avoidant behaviors, reduces stress (Yi & Baumgartner, 2004; Luce, Payne & Bettman, 2000) and alleviate negative emotion (Lerner, Han & Keltner, 2007; Shen & Wyer, 2007; Inman, 2007). This research has articulated the role of negative emotions as a coping antecedent giving rise to the use of avoidant coping behaviors (White, 2005; Luce, 1998). Other research has identified several critical links between discrete emotions (e.g., anger, sadness) and coping behaviors (e.g., problem-solving, avoidance, risk-reduction (Aaker & Williams, 1998; Allred et al., 1997; Duhachek, 2005; Lerner & Keltner, 2000; Raghunathan & Pham, 1999). Although this literature has considered a breadth of perspectives in regards to coping behavior, many unanswered questions remain. The current research investigates how a new conceptualization of coping, one that is based on the total number of strategies consumers use in response to stress (i.e., coping repertoire), impacts coping appraisal. The coping repertoire construct is based on the premise that individuals differ in their propensity to use strategies and rely on a differing number of strategies when confronted with stressful consumer episodes. Specifically, some individuals rely on a broad set of strategies, while others rely on a narrow set of strategies. Development and measurement of the coping repertoire construct allows for the examination of individual differences in the overall pattern of coping responses. In this research, we explore the significance of coping with a relatively broad array of strategies vis-à-vis a narrow set of coping strategies. We describe the measurement of the repertoire construct, distin- guish coping repertoire from other related constructs found in the literature, and formulate predictions with the transactional theory, whereby we model both trait and situational factors of stress simultaneously in order to demonstrate the moderating Available online at www.sciencedirect.com Journal of Consumer Psychology 19 (2009) 473 – 485 Journal of CONSUMER PSYCHOLOGY ⁎ Corresponding author. Fax: +1 812 855 6440. E-mail address: aduhache@indiana.edu (A. Duhachek). 1057-7408/$ - see front matter © 2009 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved. doi:10.1016/j.jcps.2009.04.001