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SUMMARY:The Effect of Social Exclusion on Consumer Preference for Anthropo
 morphized Brands - Eric Levy\, CJBS
DTSTART:20160505T133000Z
DTEND:20160505T150000Z
UID:TALK66066@talks.cam.ac.uk
CONTACT:Luke Slater
DESCRIPTION:Prior research has mainly examined the effect of social exclus
 ion on individuals’ interactions with other people or on their product c
 hoices as an instrument to facilitate interpersonal connection. The curren
 t research takes a novel perspective by proposing that socially excluded c
 onsumers would be more motivated to establish a relationship with a brand 
 (rather than using the brand to socially connect with other people) when t
 he brand exhibits human-like features. Based on this premise\, we predict 
 and find support in three studies that socially excluded consumers\, compa
 red with non-excluded consumers\, exhibit greater preference for anthropom
 orphized brands (studies 1-3). This effect is mediated by consumers’ nee
 d for social affiliation and is moderated by the opportunity for social co
 nnection with other people (study 2). Furthermore\, socially excluded cons
 umers differ in the types of relationships they would like to build with a
 nthropomorphized brands\, depending on their attributions about the exclus
 ion. Specifically\, consumers who blame themselves (others) for being soci
 ally excluded show greater preference for anthropomorphized partner (fling
 ) brands (study 3).
LOCATION:Room W2.02 \, Judge Business School
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