Negative emotion and purchase behavior following social exclusion

Ji-Yeon Park

Journal of Global Scholars of Marketing Science, 2017, vol. 27, issue 2, 111-122

Abstract: This research investigates how the different social exclusions, being rejected versus being ignored, in a shopping context alter consumers’ negative emotions and the behavioral responses they produce. The authors propose that in being rejected, feelings of anger increase more than those of shame, producing antisocial behaviors (e.g. stopping purchase), whereas in being ignored, feelings of shame increase more than those of anger, producing prosocial behaviors (e.g. ongoing purchase). The authors document the moderating effects of social face and self-construal on the relation of social exclusion and negative emotion and the relation of negative emotion and purchase behavior, which provides different recommendations for addressing negative emotional and behavioral responses.

Date: 2017
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DOI: 10.1080/21639159.2016.1265319

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