The Effect of Social Exclusion on Consumers’ Sensitivity to Construal Levels

Jing (Alice) Wang , University of Iowa, USA
Meng Zhang , Chinese University of Hong Kong, China
Results of four experiments found that relatively speaking, socially excluded consumers will be more influenced by low-level construals (specific, how-oriented thinking), whereas socially included consumers will be more influenced by high-level construals (abstract, why-oriented thinking). These effects were observed in different decision domains and using different methods to induce social exclusion.
[ to cite ]:
Jing (Alice) Wang and Meng Zhang (2011) ,"The Effect of Social Exclusion on Consumers’ Sensitivity to Construal Levels", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.