To be or not to be unique? the effect of social exclusion on consumer choice

• Autores: Echo Wen Wan, Jing Xu, Ying Ding
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 40, Nº. 6, 2014, págs. 1109-1122
• Idioma: inglés
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• Resumen

  • This research proposes that after an experience of being excluded, consumers may strategically choose products to differentiate themselves from the majority of others as a result of their appraisal of the exclusion situation. Experiments 1 and 2 show that when excluded individuals perceive that the cause of social exclusion is stable (vs. unstable), they exhibit greater preference for distinctive products than do included individuals. Experiment 3 documents that excluded individuals prefer distinctive products when their self-view is enhanced through self-affirmation. Moreover, these effects are driven by a strengthened perception of uniqueness. Theoretical and practical implications are discussed.