F1. Reach Out in the Darkness: How Unfair Treatments Shape Social Connection Motivation

Individuals who were unfairly treated exhibited a higher need to belong and exert more effort to connect with acquaintances and strangers than fairly treated peers. Furthermore, this effect was mediated by the feeling of resource deprivation after experiencing injustice, and was more salient among individuals with relatively low self-esteem.



Citation:

Yijie Wang, Yuwei Jiang, Mandy Mantian Hu, and Ninghua Zhong (2018) ,"F1. Reach Out in the Darkness: How Unfair Treatments Shape Social Connection Motivation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.

Authors

Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

Read More

Featured

Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More

Featured

Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA

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.