If I Ignore You, You Spend; If I Reject You, You Help: Different Types of Social Exclusion Threaten Different Needs and Produce Different Outcomes

Jaehoon Lee, University of Texas at San Antonio, USA
L.J. Shrum , University of Texas at San Antonio, USA
Four experiments tested the differential effects of being ignored versus being rejected on conspicuous consumption and helpfulness. Being ignored increased conspicuous consumption preferences; being rejected increased helping intentions. These effects were stronger for high than for low materialists but were eliminated when threatened needs were boosted.
[ to cite ]:
Jaehoon Lee and L.J. Shrum (2011) ,"If I Ignore You, You Spend; If I Reject You, You Help: Different Types of Social Exclusion Threaten Different Needs and Produce Different Outcomes", 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.