Becoming more sensitive to the source of social exclusion: when self-affirmation and type of social exclusion influences excluded consumers' preferences

Abstract

This research examines how product recommendations by excluders (vs. non-excluders) influence excluded consumers’ preferences toward a recommended product. Previous work on social exclusion has shown that excluded individuals want to avoid and be disconnected from perpetrators of exclusion (Buckley et al. 2004; Maner et al. 2007). According to this finding, we can simply predict that excluders’ recommendations will negatively impact excluded consumers’ product preferences. However, we suggest that excluders’ recommendations do not always reduce preferences toward products. Rather, the effect of excluders’ recommendation depends …