To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice
To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice
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DOI：
10.1086/674197
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发表时间：
2014-04
影响因子：
7.2
通讯作者：
E. Wan;Jing Xu-;Ying Ding
中科院分区：
文献类型：
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作者：
E. Wan;Jing Xu-;Ying Ding
本研究提出，在经历了被排斥的经历后，消费者可能会根据对排斥情况的评估，战略性地选择产品，使自己与大多数人区分开来。实验1和2表明，当被排斥的个体认为社会排斥的原因是稳定的（相对于不稳定的）时，他们比被排斥的个体对独特的产品表现出更大的偏好。实验3证明，被排除在外的个体在通过自我肯定增强自我观时更倾向于选择特色产品。此外，这些影响是由一种强化的独特性感知所驱动的。讨论了理论和实践意义。
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.