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

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.



Citation:

Nicole L. Mead, Roy F. Baumeister, and Kathleen Vohs (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.

Authors

Nicole L. Mead, Tilburg University, The Netherlands
Roy F. Baumeister, Florida State University, USA
Kathleen Vohs, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More

Featured

L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.