Effect of social exclusion on product choice

What is it about?

The (high or low) status of a rejecter had a significant influence on individuals’ product choices. Individuals who were rejected by a low status source had higher purchase intentions toward the classic (vs. unique) products compared to those who were rejected by a high status source.

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Why is it important?

With an increasing number of lonely consumers in the market today, firms should pay closer attention to the behavioral patterns of consumers who are socially excluded. This paper addresses the significant impact of social status during the experience of social exclusion. Moreover, this study focuses on a relatively neglected definition of social status, namely sociometric status