Social Exclusion and Consumer Product Preferences

Jessie Wang, Indiana University, USA
Shuoyang Zhang, Colorado State Univeristy, USA
We propose that consumers’ product preferences, in response to social exclusion, are product domain specific. Study 1 shows that socially excluded consumers conform to their potential affiliations’ product preferences in the value-expressive domain but not in the utilitarian domain to indicate their social identity in order to seek inclusion.
[ to cite ]:
Jessie Wang and Shuoyang Zhang (2011) ,"Social Exclusion and Consumer Product Preferences", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 704-705.