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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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