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



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