You Broke Our Contract!: Social Exclusion Differentially Influences Independent and Interdependent Consumers’ Impression Management Goal Pursuit

Jessie Wang, Indiana University, USA
Ashok Lalwani, Indiana University, USA
Four studies suggest that social exclusion (vs. inclusion) decreases interdependents’ (but not independents’) tendency to engage in impression management and motivation to purchase publicly (not privately) consumed products. These differences arise because interdependents view social exclusion as a breach of social contract, which demotivates them from pursuing impression management goals.
[ to cite ]:
Jessie Wang and Ashok Lalwani (2014) ,"You Broke Our Contract!: Social Exclusion Differentially Influences Independent and Interdependent Consumers’ Impression Management Goal Pursuit", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 91-95.