Social Exclusion Stimulates Product and Brand Switching
7 Pages Posted: 3 Aug 2017
Date Written: April 1, 2017
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
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