Psychological Needs
Abraham Maslow suggested that the need to belong was a major source of human motivation. He thought that it was one of 8 basic needs, along with physiological, safety, self-esteem, and self-actualization. These needs are arranged on a hierarchy and must be satisfied in order. After physiological and safety needs are met an individual can then work on meeting the need to belong and be loved. If the first two needs are not met, then an individual cannot completely love someone else.
Other theories have also focused on the need to belong as a fundamental psychological motivation. According to one contemporary viewpoint, all human beings need a certain minimum quantity of regular, satisfying, social interactions. Inability to meet this need results in loneliness, mental distress, and a strong desire to form new relationships.
Several psychologists have proposed that there are individual differences in people's motivation to belong. People with a strong motivation to belong are less satisfied with their relationships and tend to be relatively lonely.
As consumers, they tend to seek the opinions of others about products and services and also attempt to influence others' opinions.
Read more about this topic: Belongingness