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The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness

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  • Xiuping Li
  • Meng Zhang

Abstract

In three sets of experiments, we propose and find a cognitive shift caused by heightened physiological states such as sexual desire and hunger. In particular, it was found that exposure to images of sexy women decreases male consumers' perception of being connected to others. A similar effect was demonstrated in a study when participants were feeling hungry. Such an effect of physiological need on social perception is profound, irrespective of whether the target "other" is an acquaintance, a best friend, an unknown person, or even the future self. We also test the downstream behavioral consequences of this reduced psychological connectedness (e.g., less resource allocation and less helping).

Suggested Citation

  • Xiuping Li & Meng Zhang, 2014. "The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1078-1088.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678051
    DOI: 10.1086/678051
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    Cited by:

    1. Michael T Bixter & Samantha L McMichael & Cameron J Bunker & Robert Mark Adelman & Morris A Okun & Kevin J Grimm & Oliver Graudejus & Virginia S Y Kwan, 2020. "A test of a triadic conceptualization of future self-identification," PLOS ONE, Public Library of Science, vol. 15(11), pages 1-39, November.
    2. Diptiman Banerji & Ramendra Singh & Prashant Mishra, 2020. "Friendships in marketing: a taxonomy and future research directions," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 223-243, December.
    3. Cowan, Kirsten, 2020. "Anything you can imagine is possible: How imagining can overcome visceral drive states elicited in promotional advertising," Journal of Business Research, Elsevier, vol. 120(C), pages 529-538.
    4. Jonathan Z. Zhang, 2019. "Dynamic customer interdependence," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 723-746, July.

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