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

UN SDGs

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

SDG 10 Reduced Inequalities

ASJC Scopus subject areas

Business and International Management
Strategy and Management

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{\textemdash}being ignored or rejected in social interactions{\textemdash}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

AU - Jiang, Yuwei

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

SP - 150

EP - 156

JO - Rutgers Business Review

JF - Rutgers Business Review

IS - 1

ER -

Social exclusion stimulates product and brand switching

Abstract

UN SDGs

ASJC Scopus subject areas

More information

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