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.
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.