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.
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.
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
NA - Advances in Consumer Research Volume 46 | 2018
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln
O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks
Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore