Social Exclusion Stimulates Product and Brand Switching
7 Pages Posted: 3 Aug 2017
Date Written: April 1, 2017
Abstract
The days of complete customer loyalty are over, and understanding consumer switching behavior is a new horizon in retailing and branding. In our recent work, we examine whether social exclusion — being ignored or rejected in social interactions — has a significant effect on consumers’ switching behavior. Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.
Keywords: Brand Switching, Social Interactions
Suggested Citation: Suggested Citation
Su, Lei and Jiang, Yuwei and Chen, Zhansheng and DeWall, C., Social Exclusion Stimulates Product and Brand Switching (April 1, 2017). Rutgers Business Review, Vol. 2, No. 1, 2017, Available at SSRN: https://ssrn.com/abstract=3012278
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