Don’T Surprise Me: the Effects of Social Exclusion on Uncertainty Intolerance

Linying FAN, Hong Kong Polytechnic University, Hong Kong
Yuwei JIANG, Hong Kong Polytechnic University, Hong Kong
Three experiments showed that socially excluded consumers exhibit a less favorable attitude toward product or service options involving uncertainty, compared with consumers who feel socially included. Moreover, this effect of exclusion on uncertainty intolerance is mediated by a need for control.
[ to cite ]:
Linying FAN and Yuwei JIANG (2015) ,"Don’T Surprise Me: the Effects of Social Exclusion on Uncertainty Intolerance", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 785-785.