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CATEGORIES:CJBS Marketing Group Seminars
SUMMARY:The Effect of Social Exclusion on Consumer Prefere
 nce for Anthropomorphized Brands - Eric Levy\, CJB
 S
DTSTART;TZID=Europe/London:20160505T143000
DTEND;TZID=Europe/London:20160505T160000
UID:TALK66066AThttp://talks.cam.ac.uk
URL:http://talks.cam.ac.uk/talk/index/66066
DESCRIPTION:Prior research has mainly examined the effect of s
 ocial exclusion on individuals’ interactions with 
 other people or on their product choices as an ins
 trument to facilitate interpersonal connection. Th
 e current research takes a novel perspective by pr
 oposing that socially excluded consumers would be 
 more motivated to establish a relationship with a 
 brand (rather than using the brand to socially con
 nect with other people) when the brand exhibits hu
 man-like features. Based on this premise\, we pred
 ict and find support in three studies that sociall
 y excluded consumers\, compared with non-excluded 
 consumers\, exhibit greater preference for anthrop
 omorphized brands (studies 1-3). This effect is me
 diated by consumers’ need for social affiliation a
 nd is moderated by the opportunity for social conn
 ection with other people (study 2). Furthermore\, 
 socially excluded consumers differ in the types of
  relationships they would like to build with anthr
 opomorphized brands\, depending on their attributi
 ons about the exclusion. Specifically\, consumers 
 who blame themselves (others) for being socially e
 xcluded show greater preference for anthropomorphi
 zed partner (fling) brands (study 3).
LOCATION:Room W2.02 \, Judge Business School
CONTACT:Luke Slater
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