Social exclusion stimulates product and brand switching

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

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


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 languageEnglish
Pages (from-to)150-156
Number of pages7
JournalRutgers Business Review
Issue number1
StatePublished - Mar 1 2017

Bibliographical note

Funding Information:
Lei Su (PhD – The Chinese University of Hong Kong) is an Assistant Professor of Marketing in Hong Kong Baptist University. Her research focuses primarily on consumer judgement and decision-making, examining how social or visual marketing factors influence product evaluations and purchase intentions. Su’s research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Hospitality Management. Su obtained her PhD in marketing from the Chinese University of Hong Kong. Prior to entering academia, Su worked as Association Brand Manager in Procter & Gamble, and then Research and Analytics Director in Starcom Mediavest Group. She also had experience working in consulting projects with leading companies such as IBM and Bank of China. email: Yuwei Jiang (PhD – Hong Kong University of Science and Technology) is an Associate Professor of Marketing at the Hong Kong Polytechnic University. His research interests include visual marketing, social influences on consumption, subjective experiences and psychological resources. Dr. Jiang’s research has appeared in the Journal of Consumer Research, Journal of Consumer Psychology, Strategic Management Journal, Organisational Behavior and Human Decision Processes, Journal of Experimental Social Psychology, and AIDS Care. He serves as an editoral board member for the Journal of Consumer Research and Journal of Consumer Psychology, and an ad-hoc reviewer for various marketing and psychology journals. Dr. Jiang was selected as a Marketing Science Institute (MSI) young scholar in 2015, and an AMA-Sheth doctoral consortium fellow in 2008. Dr. Jiang holds a BA in Economics from the University of International Relations, China, and both an MSc in Economics and a PhD in Marketing from the Hong Kong University of Science and Technology (HKUST). email: Zhansheng Chen is an Associate Professor in the Department of Psychology at the University of Hong Kong. Dr. Chen obtained his PhD in social psychology from Purdue University, M.Ed. in educational psychology from South China Normal University and B.S. in B.S. in Applied Psychology from Beijing Normal University. His research focuses on aggression and morality. He tests how interpersonal factors (e.g., ostracism/social exclusion, objectification), community contexts (e.g., crowding, money prime), and societal level factors (e.g., social class, social inequality) contribute to aggression and unethical behaviors. His research has been published in the leading academic journals such as Psychological Science, Personality and Social Psychology Bulletin, and Journal of Experimental Social Psychology. His research has also been covered by media outlets such as BBC News, Science Daily, China Daily, and South China Morning Post. email: Nathan Dewall is professor of psychology and director of the Social Psychology Lab at the University of Kentucky. He received his bachelor’s degree from St. Olaf College, a master’s degree in social science from the University of Chicago, and a master’s degree and Ph.D. in social psychology from Florida State University. DeWall received the College of Arts and Sciences Outstanding Teaching Award, which recognizes excellence in undergraduate and graduate teaching. The Association for Psychological Science identified DeWall as a “Rising Star” for “making significant contributions to the field of psychological science.” DeWall conducts research on close relationships, self-control, and aggression. With funding from the National Institutes of Health and the National Science Foundation, he has published over 180 scientific articles and chapters. DeWall’s research awards include the SAGE Young Scholars Award from the Foundation for Personality and Social Psychology, the Young Investigator Award from the International Society for Research on Aggression, and the Early Career Award from the International Society for Self and Identity. His research has been covered by numerous media outlets, including Good Morning America, the Wall Street Journal, Newsweek, Atlantic Monthly, the New York Times, the Los Angeles Times, the Harvard Business Review, USA Today, and National Public Radio. He has lectured nationally and internationally, including in Hong Kong, China, the Netherlands, England, Greece, Hungary, Sweden, and Australia. Nathan is happily married to Alice DeWall and is the proud father of Beverly “Bevy” DeWall. He enjoys playing with his two golden retrievers, Finnegan and Atticus. In his spare time, he writes novels, watches sports, tends his chickens and goats, and runs and runs and runs. He has braved all climates—from freezing to ferocious heat— to complete over 1000 miles’ worth of ultramarathons, including the Vol State 500K in 2016. email:

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

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management


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