The Dark Side of Social Consumption

Darrell Bartholomew, Oklahoma State University, USA
Marlys Mason, Oklahoma State University, USA
This research focuses on the dark side of brand community consumption, where the consumption may result in harmful behaviors both to the consumer and their families and friends. Social aspects of consumption and flow/transcendence may lead to a behavioral addiction of technology based products that utilize social networks.
[ to cite ]:
Darrell Bartholomew and Marlys Mason (2011) ,"The Dark Side of Social Consumption", 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: 854-856.