Document Type

Journal Article

Department/Unit

Department of Marketing

Title

Social exclusion and consumer switching behavior: A control restoration mechanism

Language

English

Abstract

This study examines the effects of social exclusion on consumers’ brand and product switching behavior. Five studies were conducted, which revealed that consumers who perceive themselves as being chronically or temporarily excluded exhibit more switching behavior than their peers who do not feel socially excluded. This effect is mediated by a decreased sense of control after social exclusion. The effect disappears when the incumbent option possesses the function of maintaining social belongingness (e.g., when the incumbent option is socially conformed or symbolizes social connection).

Keywords

social exclusion, switching behavior, control restoration, belongingness

Publication Date

6-2017

Source Publication Title

Journal of Consumer Research

Volume

44

Issue

1

Start Page

99

End Page

117

Publisher

Oxford University Press

Peer Reviewed

1

Copyright

© The Author 2016. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com

DOI

10.1093/jcr/ucw075

Link to Publisher's Edition

http://dx.doi.org/10.1093/jcr/ucw075

ISSN (print)

00935301

ISSN (electronic)

15375277

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