Social Exclusion Stimulates Product and Brand Switching

7 Pages Posted: 3 Aug 2017

See all articles by Lei Su

Lei Su

Hong Kong Baptist University (HKBU)

Yuwei Jiang

Hong Kong Polytechnic University

Zhansheng Chen

The University of Hong Kong

C. DeWall

University of Kentucky

Date Written: April 1, 2017

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

Keywords: Brand Switching, Social Interactions

Suggested Citation

Su, Lei and Jiang, Yuwei and Chen, Zhansheng and DeWall, C., Social Exclusion Stimulates Product and Brand Switching (April 1, 2017). Rutgers Business Review, Vol. 2, No. 1, 2017. Available at SSRN: https://ssrn.com/abstract=3012278

Lei Su (Contact Author)

Hong Kong Baptist University (HKBU) ( email )

Department of Economics
Kowloon, Hong Kong
Hong Kong

Yuwei Jiang

Hong Kong Polytechnic University ( email )

Hung Hom, Kowloon
Hong Kong

Zhansheng Chen

The University of Hong Kong ( email )

Pokfulam Road
Hong Kong, Pokfulam HK
China

C. DeWall

University of Kentucky ( email )

Lexington, KY 40506
United States

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