How the Experience of Social Exclusion Influences Visual Density Preference

Lei Su, Hong Kong Baptist University, Hong Kong
Echo Wen Wan, University of Hong Kong, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Four studies revealed that excluded consumers prefer more visually dense patterns than those who do not feel socially excluded. This effect is mediated by a feeling of emptiness. That is, visually denser images can metaphorically alleviate the feeling of emptiness perceived among excluded consumers.
[ to cite ]:
Lei Su, Echo Wen Wan, and Yuwei Jiang (2017) ,"How the Experience of Social Exclusion Influences Visual Density Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 330-335.