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

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

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management


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