Cultural Effects of Social Exclusion on Conspicuous Consumption and Charitable Helping: Testing the Differential Needs Hypothesis in Korea Vs. U.S.
Two studies tested the proposition that reactions to social exclusion depend on which needs are threatened, but that there are cultural differences in exclusion effects on need-threat and resulting consumption. Being ignored versus rejected produced opposite responses in Korean vs. U.S. consumers as a result of the differential need threats.
Jaehoon Lee and L. J. Shrum (2013) ,"Cultural Effects of Social Exclusion on Conspicuous Consumption and Charitable Helping: Testing the Differential Needs Hypothesis in Korea Vs. U.S.", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 330-331.
Jaehoon Lee, University of Houston--Clear Lake, USA
L. J. Shrum, University of Texas at San Antonio, USA
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