Conspicuous Consumption Versus Charitable Behavior In Response To Social Exclusion

People in modern society take a lot of pressure and the pace of life is fast. Inevitably, there are conflicts during interpersonal interactions. People will experience social exclusion like being rejected or being ignored. When social exclusion happens, people will have a series of psychological changes, and thus will result in changes of their attitudes and behaviors.Different kinds of social exclusion will result in different attitudes and behaviors. There are already some researches on the attitudes and behaviors resulting from social exclusion abroad.However, there is not too much research on this issue in China, especially in advertising and consumer behavior areas.Empirical study on the consuming behaviors resulting from social exclusion is still a blank.This paper mainly studies different outcomes of social exclusion in advertising and consumer behavior areas:1.For the first time Chinese consumers are being studied on this issue. Social exclusion is creatively connected with advertising.2. Questionnaires are used to further study the behavioral outcomes when consumers are socially excluded in consuming environment.3. Based on the empirical studies, this study will make some suggestions on adverting strategy and marketing strategy.The study gets some conclusions:First, being ignored and being rejected is different, leading to different kind of outcomes-conspicuous consumption or charitable behaviors.Second, the mediating variable between social exclusion and behavioral outcomes is four fundamental needs.Third, When experiencing social exclusion, people react differently with the source and the third party. Fourth, long-term outcome of social exclusion will weaken as the time goes by.