Becoming More Sensitive to the Source of Social Exclusion: When Self-Affirmation and Type of Social Exclusion Influences Excluded Consumers’ Preferences

Sara Kim, University of Hong Kong, China
Echo Wen Wan, University of Hong Kong, China
Ke Zhang, University of Hong Kong, China
This research examines how self-affirmation influences socially excluded consumers’ preference toward a product recommended by excluders (vs. non-excluders). Our studies demonstrate that affirmed (vs. non-affirmed) consumers display greater sensitivity toward the type of social exclusion. Also, different from previous findings, self-affirmation does not always buffer detrimental social exclusion effects.
[ to cite ]:
Sara Kim, Echo Wen Wan, and Ke Zhang (2014) ,"Becoming More Sensitive to the Source of Social Exclusion: When Self-Affirmation and Type of Social Exclusion Influences Excluded Consumers’ Preferences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 91-95.