Interactive Effects of Ostracism and ECF on Consumer Product Preferences

Presentation Type

Poster/Portfolio

Presenter Major(s)

Psychology

Mentor Information

Todd Williams

Department

Psychology

Location

Kirkhof Center KC 71

Start Date

11-4-2012 9:00 AM

Keywords

Identity, Social Science

Abstract

Previous research has found that extrinsic contingency focus (ECF) predicts participants' desire for image-oriented aspects of consumer products (Williams, 2009). High ECF individuals prefer image-oriented aspects of consumer products while low ECF individuals seem indifferent. The present research seeks to examine if level of social inclusion moderates this relationship. In this study, participants were given false feedback designed to make them feel socially included or excluded and then evaluated a series of consumer products. Results show that social exclusion increased preference for image-oriented aspects of consumer products among high ECF individuals. Conversely low ECF individuals showed decreased preferences for the image-oriented aspects of consumer products. Social inclusion decreased high ECF participant's preference for the image oriented aspects of consumer products, whereas low ECF participants' product preferences remained unaffected. Implications are discussed.

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Apr 11th, 9:00 AM

Interactive Effects of Ostracism and ECF on Consumer Product Preferences

Kirkhof Center KC 71

Previous research has found that extrinsic contingency focus (ECF) predicts participants' desire for image-oriented aspects of consumer products (Williams, 2009). High ECF individuals prefer image-oriented aspects of consumer products while low ECF individuals seem indifferent. The present research seeks to examine if level of social inclusion moderates this relationship. In this study, participants were given false feedback designed to make them feel socially included or excluded and then evaluated a series of consumer products. Results show that social exclusion increased preference for image-oriented aspects of consumer products among high ECF individuals. Conversely low ECF individuals showed decreased preferences for the image-oriented aspects of consumer products. Social inclusion decreased high ECF participant's preference for the image oriented aspects of consumer products, whereas low ECF participants' product preferences remained unaffected. Implications are discussed.