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

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.



Citation:

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.

Authors

Jaehoon Lee, University of Texas at San Antonio, USA
L.J. Shrum , University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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