Postconsumption Motivation – What Happens After a Need Is Satisifed?

Robert Kreuzbauer, University of Illinois at Urbana-Champaign, USA
Chi-yue Chiu, University of Illinois at Urbana-Champaign, USA
This paper reports results from a new research direction called Postconsumption Motivation which tries to study motivational effects after basic social needs have been satisfied through consumption. Based on the theory of optimal distinctiveness we demonstrate that consumers who consume a brand that allows them to satisfy their need for distinctiveness, have an increased desire for being connected to other people. We believe that research in Postconsumption Motivation can help to better understand consumption as a continuing process that does not stop after a need has been satisfied. Our results are based on two strong experimental tests and also provide an explanation for the underlying theoretical framework of this process.
[ to cite ]:
Robert Kreuzbauer and Chi-yue Chiu (2009) ,"Postconsumption Motivation – What Happens After a Need Is Satisifed?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 976-976.