Becoming More Sensitive to the Source of Social Exclusion: When Self-Affirmation and Type of Social Exclusion Influences Excluded Consumers’ Preferences

This research examines how self-affirmation influences socially excluded consumers’ preference toward a product recommended by excluders (vs. non-excluders). Our studies demonstrate that affirmed (vs. non-affirmed) consumers display greater sensitivity toward the type of social exclusion. Also, different from previous findings, self-affirmation does not always buffer detrimental social exclusion effects.

Citation:

Sara Kim, Echo Wen Wan, and Ke Zhang (2014) ,"Becoming More Sensitive to the Source of Social Exclusion: When Self-Affirmation and Type of Social Exclusion Influences Excluded Consumers’ Preferences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 91-95.