Abstract
Social exclusion is a common and threatening social experience that affects individual psychology and behavior. In particular, when there are social exclusion cues in the marketing environment, it will have an important impact on consumers’ behavioral decisions. However, in existing studies, the relationship between social exclusion and consumption behavior is still in chaos. Some scholars believe that individuals who experience social exclusion are more inclined to make nostalgic consumption or purchase corresponding products that symbolize group identity. However, other scholars pointed out that individuals who experience social exclusion are more inclined to conspicuous and unique consumption. It can be seen that when consumers are excluded by the society, their behavioral responses will deviate, and consumers will eventually use what kind of consumption behavior to make up for their internal defects. This problem has not been effectively solved. Therefore, this paper takes the social exclusion in consumption as the research object, first elaborates the concept of social exclusion, and then reviews the impact of social exclusion on people’s psychological needs. On this basis, the research status of social exclusion in the field of consumer behavior is summarized, and the consumer behavior generated by the social exclusion is summarized into two kinds of consumer behavior, namely relationship compensation behavior and ability compensation behavior. Finally, the future research direction of the influence of social exclusion on consumption behavior is prospected.
Highlights
It can be seen that when consumers are excluded by the society, their behavioral responses will deviate, and consumers will eventually use what kind of consumption behavior to make up for their internal defects
This paper focuses on the related research on psychological needs and consumer behavior under the influence of social exclusion, and summarizes the behavioral responses of two major categories of consumers to social exclusion, namely, the relationship between compensatory consumer behavior and performance-compensatory consumer behavior
The superiority of luxury brand conveys, exclusive, and distance is a symbol of social isolation and social exclusion, compared with the luxury advertisement, luxury AD more can cause consumers sense of rejection [9], and in the service marketing there exist the scene to ignore, rejection, and other forms of social exclusion [10]; it is necessary for marketers to understand and help the excluded from the perspective of consumer behavior, reduce or prevent the social exclusion phenomenon in the marketing context, and timely make up for the negative impact of social exclusion on consumers
Summary
Yang teammates in roundtable discussions, or receiving rejection letters from a favorite company or university, etc. These experiences make us feel rejected, ignored, or rejected. Based on the research results in the field of psychology, this paper first expounds the concept of social exclusion, and reviews the impact of social exclusion on people’s psychological needs. On this basis, the research status of social exclusion in the field of consumer behavior is summarized, and consumers’ consumption behaviors against social exclusion, namely, relationship compensation behavior and ability compensation behavior, are summarized. This paper looks forward to the future research direction of social exclusion on the impact of consumer behavior, hoping to provide inspiration for subsequent consumer research
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