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ISSN : 1229-8778
Recent findings suggest that socially excluded individuals are motivated to pursue warmth. However, previous researches have examined warmth only at the physical level. The current research extended the notion of warmth to a metaphorical dimension and demonstrated the effect of social exclusion on preference for metaphorically warm products. In study 1, loneliness was measured to confirm a difference in product color preference between high and low loneliness groups. When a pair of products whose only difference was color (i.e., one in a cold-color and the other in a warm-color) were presented at the same time, the high-loneliness group (vs. low-loneliness group) preferred warm-colored products. In study 2, by experimentally manipulating social exclusion, the effect of social exclusion on attitude and purchase intention for hand-made products was examined. The results showed that socially excluded participants had more favorable attitude and showed higher purchase intention toward hand-made (vs. machine-made) products while the control group showed no difference in product preference. Our findings provide theoretical implications that social exclusion leads to a preference not only for physical warmth but for metaphorical warmth. Moreover, the current research offers practical implications to marketers and designers especially in the current situation where the growing number of consumers are socially isolated, ostracized, and ignored by other individuals and/or social groups.
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