Ostracizing sources avoid communal tastes: Effect of ostracizing behaviour on extraordinary consumption |
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Authors: | Eujin Park Sue Hyun Lee |
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Affiliation: | 1. Underwood International College, Yonsei University, Seoul, Republic of Korea;2. Department of Business Administration, Dongguk University, Seoul, Republic of Korea |
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Abstract: | Although people often exclude others in their daily encounters and social media interactions, no consumer research on ostracism has solely focused on sources of ostracism. We argue that the influence of ostracism on evasive behaviour is worth investigating since the scant academic investigations on sources are limited to their reparation intentions for their harmful behaviour. Three experiments were conducted to examine the influence of ostracizing behaviour (vs. neutral vs. social interaction) on extraordinary consumption in face-to-face and social media contexts. It was uncovered that sources sense dissonant feelings in dissimilar contexts when their behaviour transcends society's normative boundaries and, hence, prefer consumption that does not commonly appear in society as a means to evade this dissonance. The effect was moderated by sources' justification of their behaviour. We initiate consumer research on sources of ostracism and contribute to the marketing practice of introducing extraordinary consumption options by investigating the psychological consequences of ostracizing behaviour. |
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Keywords: | extraordinary consumption ostracism ostracizing source social exclusion social media ostracism |
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