Plush Bear Or Metallic Bear? the Effect of Social Exclusion on Consumer Preference For Different Product Textures

Ying Ding, School of Business, Renmin University of China, China
Xiushuang Gong, School of Business, Renmin University of China, China
Lili Wang, School of Management, Zhejiang University, China
The current research investigates the influence of social exclusion on consumer preference for products with different textures. Across three experiments, our findings indicate that socially excluded consumers prefer products with soft texture than the socially included ones. The boundary condition of this effect is documented in this research.
[ to cite ]:
Ying Ding, Xiushuang Gong, and Lili Wang (2015) ,"Plush Bear Or Metallic Bear? the Effect of Social Exclusion on Consumer Preference For Different Product Textures", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 784-784.