Cultural Differences in Response to Social Exclusion Two experiments tested the hypothesis that subtly different types of social exclusion (being ignored vs. being rejected) produce very different consumer responses and these responses are moderated by cultural orientations. For people from individualistic cultures, inducing feelings of being ignored produced a greater preference for conspicuous consumption than did being rejected, whereas being rejected produced a greater preference for helping behavior than did being ignored. However, these findings were reversed when it comes to people from collectivistic cultures. For them, feelings of being ignored produced a greater preference for helping behavior than did being rejected, whereas feelings of being rejected produced a greater preference for conspicuous consumption than did being ignored

Shrum, L. J.; Lee, Jaehoon

Cultural Differences in Response to Social Exclusion Two experiments tested the hypothesis that subtly different types of social exclusion (being ignored vs. being rejected) produce very different consumer responses and these responses are moderated by cultural orientations. For people from individualistic cultures, inducing feelings of being ignored produced a greater preference for conspicuous consumption than did being rejected, whereas being rejected produced a greater preference for helping behavior than did being ignored. However, these findings were reversed when it comes to people from collectivistic cultures. For them, feelings of being ignored produced a greater preference for helping behavior than did being rejected, whereas feelings of being rejected produced a greater preference for conspicuous consumption than did being ignored

L. J. Shrum and Jaehoon Lee
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L. J. Shrum: University of Texas at San Antonio
Jaehoon Lee: University of Texas at San Antonio

No 1, Working Papers from College of Business, University of Texas at San Antonio

Keywords: Self-concept; conspicuous consumption; prosocial behavior; charitable donations; self-threat (search for similar items in EconPapers)
JEL-codes: M3 M31 M39 (search for similar items in EconPapers)
Pages: 27 pages
Date: 2012-01-01
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