How does the need for belonging influence consumer decisions?

• Main Authors: Tong, Shui Man, Lim, Peck Hong, Kaur, Theodora Chan Wanqing
• Other Authors: Kenichi Ito
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/60364
• Institution: Nanyang Technological University

The authors find that interpersonal relationships and consumption are important elements of everyday life, so more research can be focused on exploring the specific relationship between need for belonging and consumer behaviour. Since evidence from various sources has suggested that need for belonging is comparable to a fundamental human drive, the authors propose that its influence can be extended to consumer behaviour. In this review, three factors that are linked to need for belonging – reference group, social exclusion and interpersonal touch – have been identified as they are commonly experienced in consumer settings. When people encounter these situations where their need for belonging is activated, they will develop a greater desire for affiliation. In turn, they are motivated to consume goods and services that can help them gain acceptance. The evidence used in this paper have conclusively supported that the need for belonging influences consumer decisions. Insights gained from this review can be incorporated into practice, such as marketing and advertising. Also, several limitations have been identified and future directions to address these limitations have been suggested.