Cultural Influence on Conspicuous Consumption and Pro-Social Behavior in Response to Social Exclusion and the Role of Communication Norms

Jaehoon Lee, Southern Illinois University
L.J. Shrum, HEC Paris, France
Youjae Yi, Seoul National University, Korea
Responses to exclusion differ as a function of culture because of cultural differences in communication norms. Specifically, the norm-congruent communication of exclusion threatens relational needs, resulting in prosocial behavior, whereas the norm-incongruent communication of exclusion threatens efficacy needs, resulting in conspicuous consumption. Communication norms mediate the moderating effect of culture.
[ to cite ]:
Jaehoon Lee, L.J. Shrum, and Youjae Yi (2014) ,"Cultural Influence on Conspicuous Consumption and Pro-Social Behavior in Response to Social Exclusion and the Role of Communication Norms", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 205-209.