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Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism

Author

Listed:
  • Lei Su
  • Yuwei Jiang
  • Zhansheng Chen
  • C. Nathan DeWall

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).

Suggested Citation

  • Lei Su & Yuwei Jiang & Zhansheng Chen & C. Nathan DeWall, 2017. "Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 99-117.
    • Handle: RePEc:oup:jconrs:v:44:y:2017:i:1:p:99-117.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucw075
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    Citations

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    Cited by:

    1. Xueqin Wang & Yiik Diew Wong & Kum Fai Yuen, 2021. "Rise of ‘Lonely’ Consumers in the Post-COVID-19 Era: A Synthesised Review on Psychological, Commercial and Social Implications," IJERPH, MDPI, vol. 18(2), pages 1-22, January.
    2. Bozkurt, Siddik & Gligor, David, 2019. "Scarcity (versus popularity) cues for rejected customers: The impact of social exclusion on cue types through need for uniqueness," Journal of Business Research, Elsevier, vol. 99(C), pages 275-281.
    3. Lucrezia Maria Cosmo & Luigi Piper & Antonio Mileti & Gianluigi Guido, 2023. "The influence of negative travel-related experience on tourist’s brand loyalty," Italian Journal of Marketing, Springer, vol. 2023(3), pages 351-368, September.
    4. Lu Yang & Yuhuang Zheng & Rui Chen, 2021. "Who has a cushion? The interactive effect of social exclusion and gender on fixed savings," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1398-1415, December.
    5. Shuyang Wang & Yun Liu & Yingying Du & Xingyuan Wang, 2021. "Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking," IJERPH, MDPI, vol. 18(21), pages 1-19, October.
    6. Ainslie E. Schultz & Kevin P. Newman & Scott A. Wright, 2023. "The Negative Effect of Low Belonging on Consumer Responses to Sustainable Products," Journal of Business Ethics, Springer, vol. 187(3), pages 473-492, October.
    7. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    8. Gong, Xiushuang & Wang, Hanwen & Zhang, Xiadan & Tian, Hui, 2022. "Why does service inclusion matter? The effect of service exclusion on customer indirect misbehavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    9. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Chang, En-Chung & Xie, Chunya & Fan, Xiaomeng, 2022. "Defending the rules: How exposure to immoral behavior influences the boundary preference," Journal of Business Research, Elsevier, vol. 139(C), pages 654-663.
    11. Tae Hyun Baek & Sukki Yoon & Seeun Kim & Yeonshin Kim, 2019. "Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising," Marketing Letters, Springer, vol. 30(1), pages 75-90, March.
    12. Liu, Fu & Wei, Haiying & Zhu, Zhenzhong & Chen, Haipeng (Allan), 2022. "Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    13. Jang, Eunyoung & Arens, Zachary G., 2023. "Compensating for interpersonal relationships with brand relationships: A two-dimensional view," Journal of Business Research, Elsevier, vol. 157(C).
    14. Wang, Lili & You, Yanfen & Yang, Chun-Ming, 2020. "Restrained by resources: The effect of scarcity cues and childhood socioeconomic status (SES) on consumer preference for feasibility," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 557-571.
    15. Ahyoung Yu & Seunghee Han, 2021. "Social Exclusion and Effectiveness of Self-Benefit versus Other-Benefit Marketing Appeals for Eco-Friendly Products," Sustainability, MDPI, vol. 13(9), pages 1-11, April.

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