2C the Effect of Social Exclusion on Attitudes Toward Ingroup and Outgroup Brands: the Role of Affiliation Motive and Self-Construal

This study highlights independent/interdependent self-construals that moderate the effect of social exclusion on consumer attitudes toward ingroup and outgroup brands. When socially excluded, independent and interdependent consumers experience increased and decreased affiliation motives, which caused higher preferences for outgroup and ingroup brands.



Citation:

Yoko Sugitani and Tian Fu (2019) ,"2C the Effect of Social Exclusion on Attitudes Toward Ingroup and Outgroup Brands: the Role of Affiliation Motive and Self-Construal", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 993-993.

Authors

Yoko Sugitani, Sophia University, Japan
Tian Fu, Sophia University, Japan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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