Pursuing affiliation through consumption.
Virginia Tech Pamplin College of Business, Virginia Tech, 2023 Pamplin Hall, Blacksburg, VA, 24061, USA; Ghent University, Department of Marketing, Innovation and Organisation, Tweekerkenstraat 2, 9000 Gent, Belgium.
- Published Article
Current opinion in psychology
- Publication Date
Aug 01, 2022
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.
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This record was last updated on 09/29/2022 and may not reflect the most current and accurate biomedical/scientific data available from NLM.
The corresponding record at NLM can be accessed at https://www.ncbi.nlm.nih.gov/pubmed/35367748