Paying More For “Us” in Times of Crisis: Economic Downturns Increase the Need to Belong

Jaione Yabar, Tilburg University, The Netherlands
Diederik Stapel, Tilburg University, The Netherlands
Rik Peters, Tilburg University, The Netherlands
Research suggests that in times of economic crises consumers generally economize, both by spending less and by deferring expenses. However, we provide evidence in three experiments that economic recessions lead consumers to be more willing to pay extra for products that signal social connectedness.
[ to cite ]:
Jaione Yabar, Diederik Stapel, and Rik Peters (2011) ,"Paying More For “Us” in Times of Crisis: Economic Downturns Increase the Need to Belong ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 8_9.