This research investigates the effect of social exclusion on consumers’ preferences for insect-based foods versus traditional foods, as well as the mediating role of the need for uniqueness and the moderating role of selling cues, to construct a theoretical framework and address research gaps.
This research conducts four experiments to test the hypotheses and collected data through a crowdsourcing platform (Credamo).
Socially excluded consumers exhibit an increased need for uniqueness, which in turn leads to a stronger preference for insect-based foods (versus traditional foods) compared to socially included consumers. Importantly, this social exclusion effect is robust regardless of varying levels of food neophobia. Furthermore, the need to belong as a potential alternative explanation was ruled out. Finally, we found that the social exclusion effect is attenuated when insect-based foods are presented with a popularity cue (e.g. “best seller”).
This research expands our understanding of factors shaping consumer responses to insect-based foods and contributes to the growing literature on social exclusion and selling cues (i.e. popularity cue vs. no cue). It also offers practical insights for managers seeking to effectively promote insect-based foods to meet consumer needs.
