Cultural Influence on Conspicuous Consumption and Pro-Social Behavior in Response to Social Exclusion and the Role of Communication Norms
Responses to exclusion differ as a function of culture because of cultural differences in communication norms. Specifically, the norm-congruent communication of exclusion threatens relational needs, resulting in prosocial behavior, whereas the norm-incongruent communication of exclusion threatens efficacy needs, resulting in conspicuous consumption. Communication norms mediate the moderating effect of culture.
Citation:
Jaehoon Lee, L.J. Shrum, and Youjae Yi (2014) ,"Cultural Influence on Conspicuous Consumption and Pro-Social Behavior in Response to Social Exclusion and the Role of Communication Norms", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 205-209.
Authors
Jaehoon Lee, Southern Illinois University
L.J. Shrum, HEC Paris, France
Youjae Yi, Seoul National University, Korea
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
O9. The Role of Numerical Identification in Customer Reaction toward Service Failure
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Featured
Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account
Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School
Featured
How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign
Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA