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Relationship between social exclusion and consumption pattern of spending on self or spending on others

English Abstract

Sometimes people will be happier when spending on self rather than others from the perspective of utility in economic term, but prosocial spending is a far better boost to happiness (Dunn, Aknin, and Norton 2008). It is not surprising that spending and consumption can be served as affiliation tools. The main effect of this research is to examine the proposition that consumers will spend more on a purchase for others when in a state of social exclusion. When a person is socially excluded, he/she will find ways to reconnect. One of the ways is to buy gift or treating meals to others (spending on others). On the other hand, social exclusion sometimes will decrease prosocial spending (Twenge et al. 2007). Thus we have another assumption that consumers will spend more on a purchase for themselves when in a state of social exclusion. In this paper, we will use ice-cream as an example to illustrate the effects. We believe that social exclusion will increase consumer spending. We will also investigate whether there will be any impacts from the factors like self- esteem and sense of power.

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Chu, Fun Leng


Faculty of Business Administration


Department of Management and Marketing




Consumer behavior

Consumers -- Research

Consumption behavior -- Social aspects

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