Wan, Echo Wen; Xu, Jing; Ding, Ying - In: Journal of Consumer Research 40 (2014) 6, pp. 1109-1109
This research proposes that after an experience of being excluded, consumers may strategically choose products to differentiate themselves from the majority of others as a result of their appraisal of the exclusion situation. Experiments 1 and 2 show that when excluded individuals perceive that...
