... for the consumption of celebrity-gossip content: social exclusion, which in turn leads to a desire to affiliate with close others. Design/methodology/approach Pilot Study 1 explores how social exclusion influences participants’ interest in popular celebrity-gossip magazines while Pilot Study 2 establishes...

...Abhijeet Kumar Gaurav; Sudipta Mandal; Sanjeev Tripathi Purpose This study aims to examine the effect of social exclusion (vs nonexclusion) on consumers’ preferences for a connected brand name typeface (e.g. “ milo. ”) as opposed to an unconnected brand name typeface (e.g. “ milo...

...Jungkeun Kim; Jaehoon Lee; Jae-Eun Kim Purpose Integrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence attraction and compromise effects. Design/methodology/approach Eight...

...Youjae Yi; Seo Young Kim; Jae Won Hwang Purpose This study aims to examine how social exclusion and the social status of a rejecter affect consumers’ purchase intentions toward ordinary products. Design/methodology/approach Three experiments were conducted to test the hypotheses. Findings...

... of social exclusion and BESC. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings Consumers with a high level of BESC show greater emotional brand attachment to authentic (versus less authentic) brands when...