Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism
研究发现，感到被社会排斥的消费者更倾向于更换品牌或产品，这是因为排斥降低了他们的控制感，他们通过转换行为来恢复控制。
This study examines the effects of social exclusion on consumers’ brand and product switching behavior. Five studies were conducted, which revealed that consumers who perceive themselves as being chronically or temporarily excluded exhibit more switching behavior than their peers who do not feel socially excluded. This effect is mediated by a decreased sense of control after social exclusion. The effect disappears when the incumbent option possesses the function of maintaining social belongingness (e.g., when the incumbent option is socially conformed or symbolizes social connection).