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.
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.
Yoko Sugitani, Sophia University, Japan
Tian Fu, Sophia University, Japan
NA - Advances in Consumer Research Volume 47 | 2019
“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging
Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA