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



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