Social Exclusion and Consumer Product Preferences

We propose that consumers’ product preferences, in response to social exclusion, are product domain specific. Study 1 shows that socially excluded consumers conform to their potential affiliations’ product preferences in the value-expressive domain but not in the utilitarian domain to indicate their social identity in order to seek inclusion.



Citation:

Jessie Wang and Shuoyang Zhang (2011) ,"Social Exclusion and Consumer Product Preferences", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 704-705.

Authors

Jessie Wang, Indiana University, USA
Shuoyang Zhang, Colorado State Univeristy, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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