The effects of heightened physiological needs on perception of psychological connectedness

• Autores: Xiuping Li, Meng Zhang
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 41, Nº. 4, 2014, págs. 1078-1088
• Idioma: inglés
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• Resumen

  • 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).