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ISSN : 1229-8778
Social exclusion is a universal means of control. Recent studies point out that pro-social or antisocial behavior and consumption may appear depending on what type of exclusion has been experienced. However, studies that have been tested on Koreans present that exclusion of the ignoring type has not shown a somewhat consistent behavior response. In addition, while observed exclusion through the results of previous studies may also be expected to produce behavioral responses, there is a limit in that there is a lack of research to confirm behavioral responses from observed exclusion. Therefore, the study first wanted to reconfirm how the experience of ignored Koreans leads to a response of action, and further it was confirmed that observing other people’s disregard could lead to behavioral responses. According to the results of Experiment 1, ignored participants showed preference for products with high acceptance size. In other words, the trend of conformity consumption has emerged. On the contrary, however, the preference for unique products with low acceptance sizes has been shown to decrease. According to the results of Experiment 2, participants who observed ignored target were more likely to accept it than those who observed inclusion even though subsequent experiments did not benefit them.in addition, participants were able to confirm that the stronger they perceived exclusion from the environment they were exposed to, the less likely they were to refuse. Consequently, it has been confirmed that the ignoring type of exclusion shown in this study appears to cause prosocial consumption and behaviour, and simply observing the exclusion of others can lead to behavioral reactions. We also want to use these results to discuss various practical implications, such as donation advertising or use in marketing and company education.
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