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
The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors
Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada
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Ran Li, Chinese University of Hong Kong, China
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School