The present studies examine how demand for certain types of authentic objects is related to a more fundamental need to form social connections with others. Specifically, Experiment 1 demonstrates that manipulating the need to belong leads to greater valuation of celebrity memorabilia. Experiment 2 provides converging evidence by demonstrating that individual differences in the need to belong moderate the relationship between beliefs in essence transfer (i.e., contagion) and valuation. This paper lends insight into the underlying motives behind demand for authentic objects and, more broadly, reinforces the compensatory role of consumption in satisfying core psychological needs.
Keywords: Authenticity; Contagion; Need to belong; Psychological substitution.
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