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The need to belong motivates demand for authentic objects.

George E Newman1, Rosanna K Smith1

  • 1Yale School of Management, New Haven, CT 06520, United States.

Cognition
|August 27, 2016
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Summary

People value authentic objects, like celebrity memorabilia, more when they feel a greater need to belong. This suggests consumption can fulfill psychological needs for social connection.

Keywords:
AuthenticityContagionNeed to belongPsychological substitution

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Area of Science:

  • Psychology
  • Consumer Behavior
  • Social Psychology

Background:

  • The demand for authentic objects is widespread.
  • The underlying psychological drivers for this demand are not fully understood.
  • Social connection is a fundamental human need.

Purpose of the Study:

  • To investigate the link between the need to belong and the valuation of authentic objects.
  • To explore how individual differences in the need to belong influence object valuation.
  • To understand the role of consumption in satisfying psychological needs.

Main Methods:

  • Experiment 1: Manipulated the need to belong and measured valuation of celebrity memorabilia.
  • Experiment 2: Assessed individual differences in the need to belong and beliefs in essence transfer (contagion) in relation to object valuation.

Main Results:

  • Manipulating the need to belong increased the valuation of celebrity memorabilia.
  • Individual differences in the need to belong moderated the relationship between contagion beliefs and valuation.
  • Findings support the idea that consuming authentic objects can compensate for unmet social needs.

Conclusions:

  • The need to belong is a significant driver of demand for authentic objects.
  • Consumption of authentic items can serve a compensatory function for core psychological needs.
  • Understanding these motives provides insight into consumer behavior and social connection.