Social exclusion stimulates product and brand switching

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

Social exclusion stimulates product and brand switching

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

Psychology

Research output: Contribution to journal › Article › peer-review

1 Scopus citations

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.¹ Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.

Original language	English
Pages (from-to)	150-156
Number of pages	7
Journal	Rutgers Business Review
Volume	2
Issue number	1
State	Published - Mar 1 2017

Bibliographical note

Publisher Copyright:
© 2017, Rutgers Business School. All rights reserved.

ASJC Scopus subject areas

Business and International Management
Strategy and Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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Social exclusion stimulates product and brand switching

Abstract

Bibliographical note

ASJC Scopus subject areas

UN SDGs

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