Does a Broken Heart Lead to an Empty Wallet? Exclusion Increases Willingness to Pay For Unappealing and Illegal Products

Nicole L. Mead, Tilburg University, The Netherlands
Roy F. Baumeister, Florida State University, USA
Kathleen Vohs, University of Minnesota, USA
Tyler F. Stillman , Catherine D. Rawn , Florida State University, USA; University of British Columbia, Canada
Two experiments showed that social exclusion increases willingness to consume unappealing (chicken feet) and illegal (cocaine) products, but only when doing so increases chance of affiliation. Alternative explanations (conformity, impulsivity, mood, and self-defeating behavior) are ruled out; results support our hypothesis of spending as an affiliation tool.
[ to cite ]:
Nicole L. Mead, Roy F. Baumeister, Kathleen Vohs, and Tyler F. Stillman , Catherine D. Rawn (2011) ,"Does a Broken Heart Lead to an Empty Wallet? Exclusion Increases Willingness to Pay For Unappealing and Illegal Products", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.