סמינר בשיווק
Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism
Yuwei JIANG Hong Kong Polytechnic University
This research examines the effects of social exclusion on consumers’ brand and product switching behavior. We find that consumers who perceive themselves as chronically or temporarily excluded exhibit more switching behavior, compared with their peers who do not feel socially excluded. This effect is mediated by a decreased sense of personal control after social exclusion. And this effect diminishes when there are other resources compensating the desire for internal control (e.g., when there is efficient external control), or when the incumbent option possess the function of maintaining social belongingness (e.g., when the incumbent option is socially conformed or symbolizes social connection).