Cultural Differences in Consumer Reactions to Social Exclusion and the Role of Communication Norms

Three experiments demonstrate cultural differences in compensatory reactions to implicit (being ignored) and explicit (being rejected) social exclusion. These differential reactions occur because implicit and explicit social exclusion affect different needs for Koreans and Americans, and these cultural differences are mediated by cultural differences in communication norms.



Citation:

Jaehoon Lee, L. J. Shrum, and Youjae Yi (2014) ,"Cultural Differences in Consumer Reactions to Social Exclusion and the Role of Communication Norms", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 66-67.

Authors

Jaehoon Lee, University of Houston - Clear Lake, USA
L. J. Shrum, HEC Paris, France
Youjae Yi, Seoul National University, Korea



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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