The Effect of Social Exclusion on Consumers’ Sensitivity to Construal Levels

Results of four experiments found that relatively speaking, socially excluded consumers will be more influenced by low-level construals (specific, how-oriented thinking), whereas socially included consumers will be more influenced by high-level construals (abstract, why-oriented thinking). These effects were observed in different decision domains and using different methods to induce social exclusion.



Citation:

Jing (Alice) Wang and Meng Zhang (2011) ,"The Effect of Social Exclusion on Consumers’ Sensitivity to Construal Levels", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Jing (Alice) Wang , University of Iowa, USA
Meng Zhang , Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Neural pattern similarity reveals brand equity

Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Featured

The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption

Praveen Kumar Kopalle, Dartmouth College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.