.png){kind=logo}
ISSN : 1229-8778
Previous studies have shown that social exclusion experience threatens social existence and independence of consumers. Those who experienced social exclusion are motivated to recover independence and they tend to prefer and consume brands conveying autonomy. This study was performed to identify the effect of social exclusion on consumers' assessment of brand strategies. Findings from studies 1 and 2 indicate that participants in the social exclusion condition preferred an autonomy brand strategy over a norm brand strategy (Study 1) and the effect of social exclusion on the preference for the autonomy brand strategy was mediated by a decrease in negative assessment rather than an increase in positive assessment (Study 2). The result suggests that social exclusion reduces negative evaluation of the negative aspect of the autonomous brand, which, in turn, increases preference for the autonomy brand strategy over the norm brand strategy. The future directions and limitations of the study were discussed.
경향게임스 (20.06.23). ‘병맛 가득’ 게임광고의 시대 ‘도래’. http://www.khgames.co.kr/news/ articleView.html?idxno=123509 에서 20.07.01 자료 얻음.
김영리, 한승희 (2014). 사회적 배제 경험이 타인과 동일한 제품을 소비하는 상황에 대한 소비자의 반응에 미치는 영향. 한국심리학회지: 소비자․광고, 15(4), 555-577.
매일경제 (20.07.01). “아시아 Z세대, 소셜미디어 소비 의존 높고 브랜드 민감”. https://www.mk.co.kr/news/economy/view/2020/07/671671/에서 20.07.01에 자료 얻음.
서원진, 김정호, 조인성 (2015). 외로움과 SNS 중독경향성의 관계. 한국심리학회지: 여성, 20(4), 497-512.
선홍청, 박세범 (2019). 온라인 상 사회적 배제 경험이 동조 소비에 미치는 영향. 연세경영연구, 56(1), 1-19.
신지은 (2018). 외로움과 친사회적 소비의 쾌락적 효용. 한국심리학회지: 문화 및 사회문제, 24(1), 79-99.
이병관, 노환호, 임혜빈 (2019). 기업의 사회적 책임 활동(CSR) 프레이밍이 소비자의 기업 평가에 미치는 영향: 진정성 인식의 매개효과와 해석수준의 조절효과를 중심으로. 한국심리학회지: 소비자․광고, 20(2), 177- 203.
이병관, 윤태웅, 노환호, 임혜빈 (2019). 한국형 사회적 배제 경험 척도 개발 및 타당화 연구. 한국심리학회지: 소비자․광고, 20(1), 127-152.
이한근, 이준영, 이경미, 김학균 (2013). 소비자의 외로움 정도가 소셜 커머스 채널 선호에 미치는 영향. 마케팅연구, 28(3), 193- 207.
정소라, 현명호 (2015). SNS 이용자의 상향비교 경험과 우울의 관계에서 열등감의 매개효과 및 자기개념 명확성의 중재효과: 페이스북을 중심으로. 한국심리학회지: 건강, 20(4), 703-717.
중앙 이코노미스트 (20.03.09). [명품시장 ‘큰손’된 1020세대] “아낀다고 부자 되는 거 아니잖아요”. http://jmagazine.joins.com/ economist/view/329335 에서 20.06.29 자료 얻음.
중앙일보 (20.01.22). [e글 중심] “어차피 부자 못 돼”...1020의 명품 플렉스.https://news.joins.com/article/23688390 에서 2020.06.01.에 자료 얻음.
최현호, 김재진, 구동모 (2014). 브랜드 멋짐이 브랜드 감정과 브랜드 인식에 미치는 영향에 관한 연구. 유통경영학회지, 17(1), 73-87.
최현호, 이창원 (2014). 브랜드 쿨의 척도개발. 유통경영학회지, 17(3), 5-20.
SBS CNBC (20.02.24). [옆방만세] 이렇게 쿨한 명품 하울은 없었다…플렉스 유튜버는 누구?. https://cnbc.sbs.co.kr/article/10000973769 에서 20.06.30 자료 얻음.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
Amabile, T. M. (1982). Social psychology of creativity: A consensual assessment technique. Journal of personality and social psychology, 43(5), 997-1013.
Ariely, D., & Levav, J. (2000). Sequential choice in group settings: Taking the road less traveled and less enjoyed. Journal of consumer research, 27(3), 279-290.
Aronson, E. (2008). The Social Animal. New York: Worth.
Baumeister, R. F., & Leary, M. R. (1995). The need to belong: desire for interpersonal attachments as a fundamental human motivation. Psychological bulletin, 117(3), 497-529.
Belk, R. W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. Research in consumer behavior, 12(1), 183-208.
Bellezza, S., Gino, F., & Keinan, A. (2014). The red sneakers effect: Inferring status and competence from signals of nonconformity. Journal of consumer research, 41(1), 35-54.
Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121-134.
Bernstein, M. J., Young, S. G., Brown, C. M., Sacco, D. F., & Claypool, H. M. (2008). Adaptive responses to social exclusion: Social rejection improves detection of real and fake smiles. Psychological Science, 19(10), 981-983.
Bird, S., & Tapp, A. (2008). Social marketing and the meaning of cool. Social Marketing Quarterly, 14(1), 18-29.
Brewer, M. B. (1991). The social self: On being the same and different at the same time. Personality and social psychology bulletin, 17(5), 475-482.
Buhrmester, M., Kwang, T., & Gosling, S. D. (2011). Amazon's Mechanical Turk: A New Source of Inexpensive, Yet High-Quality, Data?. Perspectives on Psychological Science, 6(1), 3-5.
Burroughs, J. E., & Mick, D. (2004). Exploring antecedents and consequences of consumer creativity in a problem-solving context. Journal of consumer research, 31(2), 402-411.
Chen, R. P., Wan, E. W., & Levy, E. (2017). The effect of social exclusion on consumer preference for anthropomorphized brands. Journal of Consumer Psychology, 27(1), 23-34.
Cheung, E. O., Slotter, E. B., & Gardner, W. L. (2015). Are you feeling what I’m feeling? The role of facial mimicry in facilitating reconnection following social exclusion. Motivation and Emotion, 39(4), 613-630.
Cialdini, R. B., & Trost, M. R. (1998). Social influence: Social norms, conformity, and compliance. In D. T. Gilbert, S. T. Fiske, & G. Lindzey (Eds.), The handbook of social psychology (4th ed., Vol. 2, pp. 151-192). Boston: McGraw-Hill.
Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: recycling the concept of norms to reduce littering in public places. Journal of personality and social psychology, 58(6), 1015-1026.
Connor, M. K. (1995). What is cool? Understanding black manhood in America. New York: Crown Publishers.
Danesi, M. (1994). Cool: The signs and meanings of adolescence. Toronto: University of Toronto Press.
Dar-Nimrod, I., Ganesan, A., & MacCann, C. (2018). Coolness as a trait and its relations to the Big Five, self-esteem, social desirability, and action orientation. Personality and Individual Differences, 121, 1-6.
Dar-Nimrod, I., Hansen, I. G., Proulx, T., Lehman, D. R., Chapman, B. P., & Duberstein, P. (2012). Coolness: An empirical investigation. Journal of Individual Differences, 33(3), 175-185.
Eisenberger, N. I., Lieberman, M. D., & Williams, K. D. (2003). Does rejection hurt? An fMRI study of social exclusion. Science, 302(5643), 290-292.
Fehr, E., & Fischbacher, U. (2003). The nature of human altruism. Nature, 425(6960), 785-791.
Fiske, S. T. (2018). Stereotype content: Warmth and competence endure. Current Directions in Psychological Science, 27(2), 67-73.
Fiske, S. T., Malone, C., & Kervyn, N. (2012). Brands as intentional agents: Our response to commentaries. Journal of Consumer Psychology, 22(2), 205-207.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of research in Marketing, 14(5), 451-472.
Frank, T. (1997). The conquest of cool: Business culture, counterculture, and the rise of hip consumerism. Chicago: University of Chicago Press.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
Heath, J., & Potter, A. (2004). Nation of rebels: Why counterculture became consumer culture. New York: Harper Business.
Hollander, E. P. (1958). Conformity, status, and idiosyncrasy credit. Psychological review, 65(2), 117-127.
Kerner, N., & Pressman, G. (2007). Chasing cool: Standing out in today's cluttered marketplace. New York: Atria.
Kervyn, N., Fiske, S. T., & Malone, C. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166-176.
Kirmani, A. (2009). The self and the brand. Journal of Consumer Psychology, 19(3), 271-275.
Knausenberger, J., & Echterhoff, G. (2018). Recovering from social exclusion: The interplay of subtle Facebook reminders and collectivistic orientation. Computers in Human Behavior, 78, 298-305.
Koslow, S., Sasser, S. L., & Riordan, E. A. (2003). What is creative to whom and why? Perceptions in advertising agencies. Journal of advertising research, 43(1), 96-110.
Lakin, J. L., & Chartrand, T. L. (2013). Behavioral mimicry as an affiliative response to social exclusion. The Oxford handbook of social exclusion, 266-274.
Lakin, J. L., Chartrand, T. L., & Arkin, R. M. (2008). I am too just like you: Nonconscious mimicry as an automatic behavioral response to social exclusion. Psychological science, 19(8), 816-822.
Larsen, J. T., Peter McGraw, A., Mellers, B. A., & Cacioppo, J. T. (2004). The agony of victory and thrill of defeat: Mixed emotional reactions to disappointing wins and relieving losses. Psychological science, 15(5), 325-330.
Leary, M. R., Tambor, E. S., Terdal, S. K., & Downs, D. L. (1995). Self-esteem as an interpersonal monitor: The sociometer hypothesis. Journal of personality and social psychology, 68(3), 518-530.
Lee, J., & Shrum, L. J. (2012). Conspicuous consumption versus charitable behavior in response to social exclusion: A differential needs explanation. Journal of Consumer Research, 39(3), 530-544.
Leland, M. J. (2009). Hip: the history. New York: Ecco.
Lucas, G. M., Knowles, M. L., Gardner, W. L., Molden, D. C., & Jefferis, V. E. (2010). Increasing social engagement among lonely individuals: The role of acceptance cues and promotion motivations. Personality and Social Psychology Bulletin, 36(10), 1346-1359.
MacAdams, L. (2012). Birth of the Cool: Beat, Bebop, and the American Avant-garde. New York: Free Press.
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
Markus, H. R., & Schwartz, B. (2010). Does choice mean freedom and well-being?. Journal of Consumer Research, 37(2), 344-355.
McGraw, A. P., Larsen, J. T., Kahneman, D., & Schkade, D. (2010). Comparing gains and losses. Psychological science, 21(10), 1438-1445.
Mead, N. L., Baumeister, R. F., Stillman, T. F., Rawn, C. D., & Vohs, K. D. (2010). Social exclusion causes people to spend and consume strategically in the service of affiliation. Journal of consumer research, 37(5), 902-919.
Milner, M. Jr (2004). Freaks, geeks, and cool kids: American teenagers, schools, and the culture of consumption. New York: Routledge.
Molden, D. C., Lucas, G. M., Gardner, W. L., Dean, K., & Knowles, M. L. (2009). Motivations for prevention or promotion following social exclusion: Being rejected versus being ignored. Journal of personality and social psychology, 96(2), 415-431.
Moreau, C. P., & Dahl, D. W. (2005). Designing the solution: The impact of constraints on consumers' creativity. Journal of Consumer Research, 32(1), 13-22.
Nancarrow, C., Nancarrow, P., & Page, J. (2002). An analysis of the concept of cool and its marketing implications. Journal of Consumer Behaviour, 1(4), 311-322.
O’Donnell, K. A., & Wardlow, D. L. (2000). A Theory on the Origins of Coolness. ACR North American Advances, 27(1), 13-18.
Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological bulletin, 128(1), 3-72.
Phau, I., & Lau, K. C. (2001). Brand personality and consumer self-expression: single or dual carriageway?. Journal of Brand Management, 8(6), 428-444.
Pountain, D., & Robins, D. (2000). Cool rules: Anatomy of an attitude. London: Reaktion Books.
Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological science, 18(5), 429-434.
Smit, E., Bronner, F., & Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of business research, 60(6), 627-633.
Smith, E. R., Murphy, J., & Coats, S. (1999). Attachment to groups: Theory and management. Journal of personality and social psychology, 77(1), 94-110.
Snyder, C. R., & Fromkin, H. L. (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518-527.
Snyder, C. R., & Fromkin, H. L. (2012). Uniqueness: The human pursuit of difference. New York: Plenum.
Su, L., Jiang, Y., Chen, Z., & DeWall, C. N. (2017). Social exclusion and consumer switching behavior: A control restoration mechanism. Journal of Consumer Research, 44(1), 99-117.
Swaminathan, V., Stilley, K. M., & Ahluwalia, R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of consumer research, 35(6), 985-1002.
Twenge, J. M., Baumeister, R. F., DeWall, C. N., Ciarocco, N. J., & Bartels, J. M. (2007). Social exclusion decreases prosocial behavior. Journal of personality and social psychology, 92(1), 56-66.
Twenge, J. M., Baumeister, R. F., Tice, D. M., & Stucke, T. S. (2001). If you can't join them, beat them: effects of social exclusion on aggressive behavior. Journal of personality and social psychology, 81(6), 1058-1069.
Twenge, J. M., Catanese, K. R., & Baumeister, R. F. (2002). Social exclusion causes self-defeating behavior. Journal of personality and social psychology, 83(3), 606-615.
Van Orden A and Joiner T (2013). Depression and suicide: transactional relations with rejection. In DeWall CN (ed.), The Oxford Handbook of Social Exclusion. New York: Oxford University Press, pp. 211-219.
Vinuales, G., & Thomas, V. L. (2020). Not so social: When social media increases perceptions of exclusions and negatively affects attitudes toward content. Psychology & Marketing, 1-15.
Wan, E. W., Xu, J., & Ding, Y. (2014). To be or not to be unique? The effect of social exclusion on consumer choice. Journal of Consumer Research, 40(6), 1109-1122.
Warburton, W. A., Williams, K. D., & Cairns, D. R. (2006). When ostracism leads to aggression: The moderating effects of control deprivation. Journal of Experimental Social Psychology, 42(2), 213-220.
Warren, C., & Campbell, M. C. (2014). What makes things cool? How autonomy influences perceived coolness. Journal of Consumer Research, 41(2), 543-563.
Williams, K. D., Cheung, C. K., & Choi, W. (2000). Cyberostracism: effects of being ignored over the Internet. Journal of personality and social psychology, 79(5), 748-762.