Social exclusion and consumer switching behavior: A control restoration mechanism

Lei Su, Yuwei Jiang, Zhansheng Chen, C. Nathan Dewall

Research output: Contribution to journalArticlepeer-review

75 Scopus citations


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).

Original languageEnglish
Pages (from-to)99-117
Number of pages19
JournalJournal of Consumer Research
Issue number1
StatePublished - Jun 1 2017

Bibliographical note

Publisher Copyright:
© The Author 2016.


  • Belongingness
  • Control restoration
  • Social exclusion
  • Switching behavior

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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