The interactive effect of cultural self-construal and social exclusion on consumers' impression management goal pursuit

Abstract

Four studies suggested that social exclusion (vs. inclusion) by ingroups leads interdependents to discard impression management goals because of a lower tendency to identify with ingroups. In contrast, independents do not change their impression management goals when socially excluded (vs. included) by ingroups. Consequently, when included (but not when excluded), interdependents (vs. independents) are willing to pay more, and are willing to expend more effort in the purchase of publicly (but not privately) consumed products. Hence, when promoting publicly consumed products, managers should strive to include interdependent consumers (e.g., via ads or promotional campaigns). Similarly, on social media (Facebook, Twitter), it is easier than ever before to determine whether consumers have been included or excluded by their friends and families at a given time. With that information, managers may be able to selectively target consumers who are likely to pay more for publicly consumed products.