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Cultural Differences in Response to Social Exclusion Two experiments tested the hypothesis that subtly different types of social exclusion (being ignored vs. being rejected) produce very different consumer responses and these responses are moderated by cultural orientations. For people from individualistic cultures, inducing feelings of being ignored produced a greater preference for conspicuous consumption than did being rejected, whereas being rejected produced a greater preference for helping behavior than did being ignored. However, these findings were reversed when it comes to people from collectivistic cultures. For them, feelings of being ignored produced a greater preference for helping behavior than did being rejected, whereas feelings of being rejected produced a greater preference for conspicuous consumption than did being ignored

Author

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  • L. J. SHRUM

    (University of Texas at San Antonio)

  • JAEHOON LEE

    (University of Texas at San Antonio)

Abstract

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  • L. J. Shrum & Jaehoon Lee, 2012. "Cultural Differences in Response to Social Exclusion Two experiments tested the hypothesis that subtly different types of social exclusion (being ignored vs. being rejected) produce very different con," Working Papers 0001, College of Business, University of Texas at San Antonio.
    • Handle: RePEc:tsa:wpaper:0005mkt
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    References listed on IDEAS

    as
    1. Katherine E. Loveland & Dirk Smeesters & Naomi Mandel, 2010. "Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 393-408, October.
    2. Schouten, John W, 1991. "Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 412-425, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Self-concept; conspicuous consumption; prosocial behavior; charitable donations; self-threat;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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