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Article: To Be or Not To Be Unique? The Effects of Social Exclusion on Consumer Choice

TitleTo Be or Not To Be Unique? The Effects of Social Exclusion on Consumer Choice
Authors
Issue Date2014
PublisherOxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/
Citation
Journal of Consumer Research, 2014, v. 40 n. 6, p. 1109-1122 How to Cite?
AbstractThis 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.
Persistent Identifierhttp://hdl.handle.net/10722/217305
ISSN
2015 Impact Factor: 3.187
2015 SCImago Journal Rankings: 4.896

 

DC FieldValueLanguage
dc.contributor.authorWan, WE-
dc.contributor.authorXu, J-
dc.contributor.authorDing, Y-
dc.date.accessioned2015-09-18T05:55:30Z-
dc.date.available2015-09-18T05:55:30Z-
dc.date.issued2014-
dc.identifier.citationJournal of Consumer Research, 2014, v. 40 n. 6, p. 1109-1122-
dc.identifier.issn0093-5301-
dc.identifier.urihttp://hdl.handle.net/10722/217305-
dc.description.abstractThis 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.-
dc.languageeng-
dc.publisherOxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/-
dc.relation.ispartofJournal of Consumer Research-
dc.titleTo Be or Not To Be Unique? The Effects of Social Exclusion on Consumer Choice-
dc.typeArticle-
dc.identifier.emailWan, WE: ewan@business.hku.hk-
dc.identifier.authorityWan, WE=rp01105-
dc.identifier.doi10.1086/674197-
dc.identifier.hkuros250374-
dc.identifier.volume40-
dc.identifier.issue6-
dc.identifier.spage1109-
dc.identifier.epage1122-
dc.publisher.placeUnited Kingdom-

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