You Can Frustrate "Me" But Not "Us": the Moderate Effect of Self-Construal on Response to Luxury Brand Exclusion

Xian Liu, Shanghai Jiaotong University, China; University of Minnesota, USA
Barbara Loken, University of Minnesota, USA
Liangyan Wang, Shanghai Jiaotong University, China
Fei Xu, Shanghai Jiaotong University, China
This research examines how consumers with different self-construals respond to luxury brand exclusion. Results of two studies show that Independents (vs. interdependents) tend to disassociate (vs. associate) with a luxury brand that rejects them,and even transfer preference to its competitor brands; whereas both independents and interdependents continue to associate with a luxury brand which ignores them.
[ to cite ]:
Xian Liu, Barbara Loken, Liangyan Wang, and Fei Xu (2014) ,"You Can Frustrate "Me" But Not "Us": the Moderate Effect of Self-Construal on Response to Luxury Brand Exclusion", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 797-797.