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The days of complete customer loyalty are over, and understanding consumer switching behavior is a new horizon in retailing and branding. In our recent work, we examine whether social exclusion—being ignored or rejected in social interactions—has a significant effect on consumers’ switching behavior. Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.

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Lei Su

Lei Su

Hong Kong Baptist University

Lei Su (PhD – The Chinese University of Hong Kong) is an Assistant Professor of Marketing in Hong Kong Baptist University. Her research focuses primarily on consumer judgement and decision-making, examining how social or visual marketing factors influence product...

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Yuwei Jiang

Yuwei Jiang

Hong Kong Polytechnic University

Yuwei Jiang (PhD – Hong Kong University of Science and Technology) is an Associate Professor of Marketing at the Hong Kong Polytechnic University. His research interests include visual marketing, social influences on consumption, subjective experiences and psychological...

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Zhansheng Chen

Zhansheng Chen

University of Hong Kong

Zhansheng Chen is an Associate Professor in the Department of Psychology at the University of Hong Kong. Dr. Chen obtained his PhD in social psychology from Purdue University, M.Ed. in educational psychology from South China Normal University and B.S. in B.S. in Applied...

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Nathan Dewall

Nathan Dewall

University of Kentucky

Nathan Dewall is a professor of psychology and director of the Social Psychology Lab at the University of Kentucky. He received his bachelor’s degree from St. Olaf College, a master’s degree in social science from the University of Chicago, and a master’s degree and Ph...

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