Social exclusion and consumer switching behavior: A control restoration mechanism

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

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    80 Citations (Scopus)


    This study examines the effects of social exclusion on consumers' brand and product switching behavior. Five studies were conducted, which revealed that consumers who perceive themselves as being chronically or temporarily excluded exhibit more switching behavior than their peers who do not feel socially excluded. This effect is mediated by a decreased sense of control after social exclusion. The effect disappears when the incumbent option possesses the function of maintaining social belongingness (e.g., when the incumbent option is socially conformed or symbolizes social connection).

    Original languageEnglish
    Pages (from-to)99-117
    Number of pages19
    JournalJournal of Consumer Research
    Issue number1
    Early online date27 Dec 2016
    Publication statusPublished - Jun 2017

    Scopus Subject Areas

    • Business and International Management
    • Anthropology
    • Arts and Humanities (miscellaneous)
    • Economics and Econometrics
    • Marketing

    User-Defined Keywords

    • Belongingness
    • Control restoration
    • Social exclusion
    • Switching behavior


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