The Role of Cultural Communication Norms in Social Exclusion Effects

Journal of Consumer Psychology, Forthcoming

HEC Paris Research Paper No. MKG-2016-1163

35 Pages Posted: 3 Aug 2016 Last revised: 26 Nov 2016

See all articles by Jaehoon Lee

Jaehoon Lee

Southern Illinois University at Carbondale

L. J. Shrum

HEC Paris

Youjae Yi

Seoul National University

Date Written: August 2, 2016

Abstract

Previous research suggests that when social exclusion is communicated in an explicit manner, consumers express preferences for helping, whereas when it is communicated in an implicit manner, they express preferences for conspicuous consumption. However, this may not always hold true. In the present research, we put forward a theoretical framework explaining that exclusion effects depend on the extent to which exclusion is communicated in a culturally normative or counter-normative manner, rather than whether it is communicated in an explicit or implicit manner. We show that exclusion communicated in a cultural norm-congruent manner produces preferences for helping, whereas exclusion communicated in a cultural norm-incongruent manner produces preferences for conspicuous consumption. We further show that the differential needs – self-esteem and power – threatened by normative and counter-normative exclusion explain these distinct preferences.

Keywords: Social Exclusion, Culture, Communication Norms, Helping, Conspicuous Consumption

Suggested Citation

Lee, Jaehoon and Shrum, L. J. and Yi, Youjae, The Role of Cultural Communication Norms in Social Exclusion Effects (August 2, 2016). Journal of Consumer Psychology, Forthcoming; HEC Paris Research Paper No. MKG-2016-1163. Available at SSRN: https://ssrn.com/abstract=2817365 or http://dx.doi.org/10.2139/ssrn.2817365

Jaehoon Lee (Contact Author)

Southern Illinois University at Carbondale ( email )

Rehn Hall - Mail Code 4626
Carbondale, IL Illinois 62901-4515
United States

L. J. Shrum

HEC Paris ( email )

1 rue de la Liberation
Jouy-en-Josas Cedex, 78351
France

Youjae Yi

Seoul National University ( email )

Kwanak-gu
Seoul, 151-742
Korea, Republic of (South Korea)

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