Department of Marketing
Social exclusion and consumer switching behavior: A control restoration mechanism
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).
social exclusion, switching behavior, control restoration, belongingness
Source Publication Title
Journal of Consumer Research
Oxford University Press
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Link to Publisher's Edition
Su, Lei, Yuwei Jiang, Zhangsheng Chen, and C. Nathan DeWall. "Social exclusion and consumer switching behavior: A control restoration mechanism." Journal of Consumer Research 44.1 (2017): 99-117.