Sosyal dışlanma kişileri aidiyet ihtiyaçlarını karşılamak için tüketime teşvik ediyor mu?

The current thesis examines the effect of social exclusion on the consumption of affiliating products. Within a social exclusion framework we argue that social exclusion increases people?s need to belong and desire for affiliation. In two studies we show that social exclusion leads to more favorable evaluations of affiliating products (Experiments 1 and 2) and socially excluded individuals are more likely to purchase affiliating products compared to those who are not socially excluded (Experiment 2). We provide evidence to suggest that the source of affiliation is an important factor in people?s attempts to satisfy their need to belong by consuming affiliating products (Experiment 2). We suggest that people strategically chose which affiliations to display via consumption. Neither impulsivity nor state self-esteem mediate the relationship between social exclusion and affiliating product evaluations. The social exclusion effect is not moderated by individuals? trait self-esteem. The results are not due to a mood effect induced by the social exclusion manipulation.Keywords: Social exclusion, need to belong, affiliation, consumption