One core fundamental need that people may try to address through consumption is that of affiliation, or the need to belong. First, giving gifts may serve that goal, but it may also potentially hurt the formation of affiliative bonds if it creates a sense of indebtedness. Second, experiential consumption serves the need to belong if it is enjoyed socially. Third, symbolic consumption may help craft a prosocial image, but may also hinder it if one engages in conspicuous consumption to demonstrate one's wealth. Finally, consumption of media that allows the formation of parasocial relations with influencers and celebrities, and presence and activity in online communities can act as a surrogate for offline satisfaction of the need to belong.

人们可能试图通过消费来解决的一项核心基本需求是归属感或归属感。首先，赠送礼物可能有助于实现这一目标，但如果它会产生一种负债感，它也可能会损害从属关系的形成。其次，如果在社交上享受体验式消费，它就满足了归属感的需要。第三，象征性消费可能有助于塑造亲社会形象，但如果一个人从事炫耀性消费以展示自己的财富，也可能会阻碍这种形象。最后，允许与影响者和名人形成准社会关系的媒体消费，以及在线社区中的存在和活动可以作为线下满足归属需求的替代品。