Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism
Lei Su, Yuwei Jiang, Zhansheng Chen, C Nathan DeWall
Journal of Consumer Research · 2017 · Volume 44 · Issue 1
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
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