Toward a Conceptual Understanding of Belonging in Consumer Research

Robert Arias, University of Illinois at Urbana-Champaign, USA
The sense of belonging construct remains to be fully conceptualized in consumer research, despite the centrality of social connections and consumption in life (Mead et. al 2011). This presentation reviews belonging research and develops a theoretical framework to understand how individuals consume to fulfill belonging goals (Yuval-Davis 2006).
[ to cite ]:
Robert Arias (2016) ,"Toward a Conceptual Understanding of Belonging in Consumer Research", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 195-200.