Coping With My Loneliness: the Effects of Social Exclusion on Consumer Choice of Unique Products

Ying Ding, Peking University, China
Jing Xu, Peking University, China
Echo Wen Wan, University of Hong Kong, Hong Kong
This research examines the diverging effects of social exclusion on consumer choice. We propose that the experience of social exclusion can either increase or decrease consumers’ likelihood of choosing unique products depending on whether regaining social acceptance is perceived as desirable means to cope with the state of being socially excluded.
[ to cite ]:
Ying Ding, Jing Xu, and Echo Wen Wan (2011) ,"Coping With My Loneliness: the Effects of Social Exclusion on Consumer Choice of Unique Products", 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: 461-462.