Pursuing affiliation through consumption.

One core fundamental need that people may try to address through consumption is that of affiliation, or the need to belong. First, giving gifts may serve that goal, but it may also potentially hurt the formation of affiliative bonds if it creates a sense of indebtedness. Second, experiential consumption serves the need to belong if it is enjoyed socially. Third, symbolic consumption may help craft a prosocial image, but may also hinder it if one engages in conspicuous consumption to demonstrate one's wealth. Finally, consumption of media that allows the formation of parasocial relations with influencers and celebrities, and presence and activity in online communities can act as a surrogate for offline satisfaction of the need to belong. Copyright © 2022 Elsevier Ltd. All rights reserved.