Angular Or Rounded:The Effect Of Social Exclusion And Perceived Stability Of The Cause Of Exclusion On Consumers' Shape Preference

Social exclusion refers to the phenomenon that individuals are isolated and excluded by others or other social groups.Stories of "social exclusion" are not uncommon in daily life.Social exclusion will have a huge negative impact on individual psychological needs and behaviors.As people express themselves and social demands through consumption,scholars have not only studied how social exclusion affects people's interpersonal relationships,but also gradually begun to pay attention to how social exclusion directly affects people's consumption behaviorsBased on previous research results,we find that social exclusion and the perceived stability of the cause of social exclusion are closely related to shape preference of consumers.Therefore.this paper mainly discusses how social exclusion and the perceived stability of the cause of social exclusion affect consumers'behaviors through quantitative research methods.Two experimental results prove that social exclusion and perceived stability of cause of social exclusion have a strong effect on shape preference of consumers.We also find that the uniqueness need of consumers will mediate the interaction effect of social exclusion and perceived stability of the cause of exclusion on consumers' shape preference.Compared with socially included consumers,socially excluded consumers will possess higher uniqueness need and thus prefer angular shape when they perceive the cause of exclusion as stable and will possess lower uniqueness need and thus prefer circle shape when they perceive the cause of exclusion as unstable.This research has certain enlightenment significance for brand positioning,advertisin g content production and product element design.