Abstract

Purpose: This study aims to explore the relationship between exclusion experiences and tactile sensations in online contexts, moving beyond existing frameworks of social exclusion research. Social exclusion induces psychological and physiological pain similar to physical pain, which can lead to various behavioral responses aimed at overcoming these distressing experiences. This study focuses on the potential of touch to mitigate psychological and physiological pain. Individuals who experience social exclusion feel emotional distress, leading to an increased desire for physical contact, which is expected to influence their responses to positive tactile products. Data and methodology: To validate this, the study examines how individuals who have experienced social exclusion respond to tactile products, such as sweaters, in online environments. Results: The results indicate that participants in the exclusion condition had a higher purchase intention for tactile products compared to those in the control condition, confirming the psychological mechanism of the desire to touch these products. Conclusions: This research is the first to analyze the relationship between social exclusion and tactile products, contributing to the expansion of the field of social exclusion studies. Additionally, it provides practical implications for marketers regarding the exposure of products targeting individuals experiencing social isolation and emotional loneliness.