It’S Smiling At Me: Satisfying Social Needs Through Consumer Products…At the Expense of Genuine Relationships

James A. Mourey, University of Michigan, USA
Jenny G. Olson, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA
Humans typically fulfill social needs through interpersonal interaction, yet three studies demonstrate that socially excluded participants are more sensitive to, more likely to buy, and willing to pay more for products with subtle humanistic characteristics. Surprisingly, these participants are then less willing to interact with people when provided the opportunity.
[ to cite ]:
James A. Mourey, Jenny G. Olson, and Carolyn Yoon (2012) ,"It’S Smiling At Me: Satisfying Social Needs Through Consumer Products…At the Expense of Genuine Relationships", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 182-186.