Social exclusion stimulates product and brand switching
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 150-156 |
| Journal / Publication | Rutgers Business Review |
| Volume | 2 |
| Issue number | 1 |
| Publication status | Published - 1 Mar 2017 |
| Externally published | Yes |
Link(s)
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.
Bibliographic Note
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Citation Format(s)
Social exclusion stimulates product and brand switching. / Su, Lei; Jiang, Yuwei; Chen, Zhansheng et al.
In: Rutgers Business Review, Vol. 2, No. 1, 01.03.2017, p. 150-156.Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
