Social Exclusion and Consumer Switching Behavior: a Control Restoration Mechanism

Four studies reveal that socially excluded consumers exhibit more switching behaviour than those who do not. This effect is mediated by a decreased sense of personal control after social exclusion. It diminishes when the switching behaviour cannot restore personal control, or when other resources compensate the desire for internal control.



Citation:

Lei Su, Yuwei Jiang, Zhansheng Chen, and C. Nathan DeWall (2016) ,"Social Exclusion and Consumer Switching Behavior: a Control Restoration Mechanism", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 760-760.

Authors

Lei Su, Hong Kong Baptist University
Yuwei Jiang, Hong Kong Polytechic University
Zhansheng Chen, University of Hong Kong
C. Nathan DeWall, University of Kentucky, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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