PRESS-NEWS.org - Press Release Distribution
PRESS RELEASES DISTRIBUTION

Social exclusion and consumer product preference: Drink Pepsi to fit in, but fly American to stand out?

2013-12-11
(Press-News.org) Contact information: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Social exclusion and consumer product preference: Drink Pepsi to fit in, but fly American to stand out? Social networks are commonplace in this day and age, and how we fit in may depend on anything from political affiliation, to religion, to even our own personality traits. According to a new study published in the Journal of Consumer Research, consumers who are okay with being rejected from a group are more likely to purchase things that set them apart from the norm.

"We examined when and why exclusion from social networks might lead consumers to prefer distinctive products," write authors Echo Wen Wan (University of Hong Kong), Jing Xu (Peking University), and Ying Ding (Renmin University of China).

In their research, the authors proposed that consumers who were excluded from social networks would select unique products when they felt that the cause of their exclusion was stable. In other words, when they felt like the reason for exclusion was not because of a personality flaw or something beyond their immediate control, people would interpret choosing a unique product as an extension of their distinctive personalities.

In two different studies, consumers were either accepted or rejected into a social network or a desired brand community. In both cases, the authors found that when participants were rejected due to an unstable cause (such as a personal character flaw or a changeable company policy), they were more likely to select products already accepted within the group than choose something that set them apart from the norm.

For brands using a popularity appeal to promote their product line, the authors' findings offer insight into how consumers' psychological states of belongingness influence their spending habits. "For consumers who feel excluded from a brand, using a 'uniqueness' appeal might elicit a more positive response than emphasizing the popularity of the product," the authors conclude.

Consider Pepsi's slogan "Something for Everyone." People feeling rejected due to their lifestyle habits might drink a Pepsi in an attempt to fit in. On the other hand, American Airlines' "Something Special in the Air" campaign might work well for people who have recently broken up with their girlfriend or boyfriend.

### Echo Wen Wan, Jing Xu, and Ying Ding. "To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice." Journal of Consumer Research: April 2014. For more information, contact Echo Wen Wan (ewan@business.hku.hk) or visit http://ejcr.org/.


ELSE PRESS RELEASES FROM THIS DATE:

What climate change means for federally protected marine species

2013-12-11
What climate change means for federally protected marine species As the Endangered Species Act nears its 40th birthday at the end of December, conservation biologists are coming to terms with a danger not foreseen in the early 1970s: global climate change. Federal ...

Video of failed bike stunt lends insights into biomechanics of facial fracture

2013-12-11
Video of failed bike stunt lends insights into biomechanics of facial fracture Frame-by-frame analysis lets researchers estimate forces in actual trauma, reports Journal of Craniofacial Surgery Philadelphia, Pa. (December 10, 2013) - A man attempting a ...

Muscular head pumps give long-proboscid fly the edge

2013-12-11
Muscular head pumps give long-proboscid fly the edge Suction pumps in head increase flow of nectar, study finds A long-proboscid fly with an extra-long, tongue-like proboscis might seem to take extra-long to feed on a flower, but it actually has an advantage over ...

Brain's never-before-seen cellular response to concussions could lead to therapy

2013-12-11
Brain's never-before-seen cellular response to concussions could lead to therapy The lifelong fallout of a concussive brain injury is well-documented. A blow to the head – whether it comes from an NFL tackle, a battlefield explosion or a fall off a ladder – can cause ...

Astrophysicists launch ambitious assessment of galaxy formation simulations

2013-12-11
Astrophysicists launch ambitious assessment of galaxy formation simulations AGORA, an international collaboration led by UC Santa Cruz, will perform systematic comparisons of high-resolution computer simulations of galaxy formation and evolution One of ...

Transgender medical research and provider education lacking

2013-12-11
Transgender medical research and provider education lacking (Boston)--As a result of the limited transgender medical training offered at medical schools, very few physicians possess the knowledge needed to treat transgendered patients. This circumstance ...

Stimulant-addicted patients can quit smoking without hindering treatment

2013-12-11
Stimulant-addicted patients can quit smoking without hindering treatment New NIH study dispels concerns about addressing tobacco addiction among substance abuse patients Smokers who are addicted to cocaine or methamphetamine can quit smoking while ...

Countdown to zero: New 'zero-dimensional' carbon nanotube may lead to superthin electronics and synt

2013-12-11
Countdown to zero: New 'zero-dimensional' carbon nanotube may lead to superthin electronics and synt PITTSBURGH (December 9, 2013) … Synthetic, man-made cells and ultrathin electronics built from a new form of "zero-dimensional" carbon nanotube may be possible through ...

Danger in disguise: UCLA researchers find brain cancer cells can 'hide' from drugs

2013-12-11
Danger in disguise: UCLA researchers find brain cancer cells can 'hide' from drugs Researchers from UCLA's Jonsson Comprehensive Cancer Center have discovered a biological mechanism that makes brain tumor cells drug resistant by allowing them to ...

New study shows a breadth of antisense drug activity across many different organs

2013-12-11
New study shows a breadth of antisense drug activity across many different organs New Rochelle, NY, December 10, 2013—Antisense therapeutics, a class of drugs comprised of short nucleic acid sequences, can target a dysfunctional ...

LAST 30 PRESS RELEASES:

Laser correction for short-sightedness is safe and effective for older teenagers

About one in five people taking Ozempic, Wegovy or Mounjaro say food tastes saltier or sweeter than before

Taking semaglutide turns down food noise, research suggests

Type 2 diabetes may double risk of sepsis, large community-based study suggests

New quantum sensors can withstand extreme pressure

Tirzepatide more cost-effective than semaglutide in patients with knee osteoarthritis and obesity

GLP-1 drugs shown cost-effective for knee osteoarthritis and obesity

Interactive apps, AI chatbots promote playfulness, reduce privacy concerns

How NIL boosts college football’s competitive balance

Moffitt researchers develop machine learning model to predict urgent care visits for lung cancer patients

Construction secrets of honeybees: Study reveals how bees build hives in tricky spots

Wheat disease losses total $2.9 billion across the United States and Canada between 2018 and 2021

New funding fuels development of first potentially regenerative treatment for multiple sclerosis

NJIT student–faculty team wins best presentation award for ant swarm simulation

Ants defend plants from herbivores but can hinder pollination

When the wireless data runs dry

Inquiry into the history of science shows an early “inherence” bias

Picky eaters endure: Ecologists use DNA to explore diet breadth of wild herbivores

Study suggests most Americans would be healthier without daylight saving time

Increasing the level of the protein PI31 demonstrates neuroprotective effects in mice

Multi-energy X-ray curved surface imaging-with multi-layer in-situ grown scintillators

Metasurface enables compact and high-sensitivity atomic magnetometer

PFAS presence confirmed in the blood of children in Gipuzkoa

Why do people believe lies?

SwRI installs private 5G network for research, development, testing and evaluation

A new perspective in bone metabolism: Targeting the lysosome–iron–mitochondria axis for osteoclast regulation

Few military spouses use formal support services during, after deployment

Breakthrough in the hunt for light dark matter: QROCODILE project reveals world-leading constraints

2D x-ray imaging technique reveals hidden processes in CO2 electrolyzers

Rational high entropy doping strategy via modular in-situ/post solvothermal doping integration for microwave absorption

[Press-News.org] Social exclusion and consumer product preference: Drink Pepsi to fit in, but fly American to stand out?