Abstract
Previous research has suggested that social exclusion could strengthen consumers’ reliance on feelings versus reasons to evaluate a product. This research concentrates on the moderating effect of culture on consumers’ responses to social exclusion. Results show that under individualism (collectivism) culture, social exclusion leads to a greater choice preference for advertisement with superior feelings- (reasons-) based product attributes, compared with social inclusion. Moreover, we find that the interplay between culture and social exclusion is discrepant under two types of social exclusion (i.e., being socially ignored—feeling invisible, and being socially rejected—feeling isolated). This research provides a new cultural perspective on the impact of social exclusion on advertisement persuasion and offers actionable implications for managers to strategically design advertisements to enhance the persuasiveness.
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