Social exclusion stimulates product and brand switching

Lei Su; Yuwei Jiang; Zhansheng Chen; C. Nathan Dewall

Social exclusion stimulates product and brand switching

Lei Su, Yuwei Jiang, Zhansheng Chen, C. Nathan Dewall

Research output: Journal article publication › Journal article › Academic research › peer-review

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.¹ Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.

Original language	English
Pages (from-to)	150-156
Number of pages	7
Journal	Rutgers Business Review
Volume	2
Issue number	1
Publication status	Published - 1 Mar 2017

ASJC Scopus subject areas

Business and International Management
Strategy and Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

More information

http://hdl.handle.net/10397/97083

Cite this

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title = "Social exclusion stimulates product and brand switching",

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{\textquoteright} switching behavior.1 Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.",

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AU - Su, Lei

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AU - Chen, Zhansheng

AU - Dewall, C. Nathan

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N2 - 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.

AB - 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.

UR - https://www.scopus.com/pages/publications/85078452978

M3 - Journal article

AN - SCOPUS:85078452978

SN - 2474-2376

VL - 2

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EP - 156

JO - Rutgers Business Review

JF - Rutgers Business Review

IS - 1

ER -

Social exclusion stimulates product and brand switching

Abstract

ASJC Scopus subject areas

UN SDGs

More information

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