D3. Social Exclusion and Wom About Past Versus Future Experiences
This research explores how social exclusion affects WOM. The authors demonstrate that socially excluded individuals, compared to their non-excluded counterparts, are more likely to talk about personal events that happened in the past to help others be prepared for a similar experience and consequently strengthen their social connections with them.
Melis Ceylan, Ezgi Akpinar, and Selin Atalay (2018) ,"D3. Social Exclusion and Wom About Past Versus Future Experiences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany
NA - Advances in Consumer Research Volume 46 | 2018
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