Consumers’ Online Social Exclusion Experience on Conformity Consumption

다국어 초록 (Multilingual Abstract)

As social beings, humans have been forming various relationships, ranging from face-to-face interactions in the past to recent online interactions. Throughout these processes, consumers often encounter forms of social exclusion, such as rejection or exclusion from others. Especially with the recent prevalence of online interactions, social exclusion occurring on SNS, like making friends or commenting, is perceived as a factor threatening the fundamental human need for belongingness. In this context, we focus on the effects of social exclusion on consumption, particularly conformity consumption. Specifically, this research investigated the mediating role of perceived emptiness and the moderating role of social distance in the relationship between consumers’ online social exclusion experience and conformity consumption. We employed a 2 (social exclusion: exclusion vs.
inclusion) × 2 (social distance: close vs. distant) between-subjects design. Results from a survey of 235 respondents showed that individuals who experienced social exclusion on Facebook were more likely to evaluate the possibility of engaging in conformity consumption higher than those who experienced social inclusion. Furthermore, individuals who experienced social exclusion online (vs. inclusion) rated their perceived emptiness higher and exhibited more conformity consumption. Lastly, individuals who experienced social exclusion on Facebook showed a higher intention to purchase products that their close friends (vs. distant friends) bought. This current research provides marketers with insights by maximizing the potential for conformity consumption among consumers who experience social exclusion in online advertising situations.

참고문헌 (Reference)

1 오민정 ; 황윤용, "사회적 배제는 윤리적 소비행동을 감소시키는가?" 한국소비자학회 25 (25): 181-203, 2014

2 Goodman, J. K., "When consumers prefer to give material gifts instead of experi-ences : The role of social distance" 45 (45): 365-382, 2018

3 Hong, J. S., "To defend or to af-filiate : The effects of categorical similarity cues after social exclusion" 158 (158): 647-662, 2018

4 Wan, E. W., "To be or not to be unique? The effect of social exclusion on consumer choice" 40 (40): 1109-1122, 2014

5 Lee, J., "The role of cul-tural communication norms in social exclusion effects" 27 (27): 108-116, 2017

6 Baumeister, R. F., "The need to belong" 117 (117): 497-529, 1995

7 Webster, J., "The life and death of psycho-analysis" Routledge 2011

8 Tesser, A., "The definition of self : Private and public self-evaluation manage-ment strategies" 44 (44): 672-682, 1983

9 Poreh, A. M., "The BPQ : A scale for the assessment of borderline per-sonality based on DSM-IV criteria" 20 (20): 247-260, 2006

10 Trope, Y., "Temporal construal" 110 (110): 403-421, 2003

11 Loveland, K. E., "Still preoccupied with 1995 : The need to belong and preference for nostalgic products" 37 (37): 393-408, 2010

12 Primack, B. A., "Social media use and perceived social isolation among young adults in the US" 53 (53): 1-8, 2017

13 Twenge, J. M., "Social exclusion decreases prosocial behavior" 92 (92): 56-66, 2007

14 Mead, N. L., "Social exclusion causes people to spend and consume strategi-cally in the service of affiliation" 37 (37): 902-919, 2011

15 DeWall, C. N., "Social exclusion and early-stage interpersonal perception : Selective attention to signs of acceptance" 96 (96): 729-741, 2009

16 Duclos, R., "Show me the honey! Effects of social exclusion on finan-cial risk-taking" 40 (40): 122-135, 2013

17 Blackhart, G. C., "Rejection elicits emo-tional reactions but neither causes immediate distress nor lowers self-esteem : A meta-analytic review of 192 studies on social exclusion" 13 (13): 269-309, 2009

18 Sebastian, C., "Reactions to ostracism in adolescents with autism spectrum conditions" 39 : 1122-1130, 2009

19 Zhang, M., "Psychological distance asymmetry : The spatial dimension vs. other dimensions" 19 (19): 497-507, 2009

20 Jones, W. H., "Personality and interpersonal predictors of lone-liness in two cultures" 48 (48): 1503-1511, 1985

21 Williams, K. D, "Ostracism: The power of silence" Guilford Press 2001

22 Williams, K. D., "Ostracism : A temporal need-threat model" 41 : 275-314, 2009

23 Williams, K. D., "Ostracism" 58 : 425-452, 2007

24 Peplau, L. A., "Loneliness: A sourcebook of current theory, research and therapy" Wiley 1982

25 Hayes, A. F, "Introduction to mediation, mod-eration, and conditional process analysis: A re-gression-based approach" Guilford Publications 2017

26 Twenge, J. M., "If you can't join them, beat them : Effects of social exclusion on aggressive behavior" 81 (81): 1058-1069, 2001

27 Lakin, J. L., "I am too just like you : Nonconscious mimicry as an automatic behavioral response to social exclusion" 19 (19): 816-822, 2008

28 Zadro, L., "How low can you go? Ostracism by a computer is sufficient to lower self-reported levels of be-longing, control, self-esteem, and meaningful existence" 40 (40): 560-567, 2004

29 Pickett, C. L., "Getting a cue : The need to belong and enhanced sensitivity to social cues" 30 (30): 1095-1107, 2004

30 Roche, J., "Extending the social exclusion debate : An exploration of the family lives of young carers and young people with ME" 10 (10): 439-456, 2003

31 Chow, R. M., "Excluded emotions : The role of anger in antisocial responses to ostracism" 44 (44): 896-903, 2008

32 Maner, J. K., "Does social exclusion moti-vate interpersonal reconnection? Resolving the"porcupine problem"" 92 (92): 42-55, 2007

33 Williams, K. D., "Cyberostracism : Effects of being ignored over the Internet" 79 (79): 748-762, 2000

34 Trope, Y., "Construal-level theory of psychological distance" 117 (117): 440-463, 2010

35 Trope, Y., "Construal levels and psychological distance : Effects on representation, prediction, evalua-tion, and behavior" 17 (17): 83-95, 2007

36 Lee, J., "Conspicuous con-sumption versus charitable behavior in re-sponse to social exclusion : A differential needs explanation" 39 (39): 530-544, 2012

37 Richman, S. B., "Avoiding affection, avoiding altruism: Why is avoidant attachment related to less helping?" 76 : 193-197, 2015

38 Schnyder, U., "Attempted suicide : Do we understand the patients’ reasons" 21 (21): 62-69, 1999

39 Hazell, C. G., "A scale for measuring experi-enced levels of emptiness and existential concern" 117 (117): 177-182, 1984

40 Twenge, J. M., ""Isn’t it fun to get the respect that we’re going to deserve?"Narcissism, social rejection, and aggression" 29 (29): 261-272, 2003