The Effects Of Social Exclusion On Consumer ’s Preference For The Group Label Of Brand

When companies making product positioning, labeling the ownership of the enterprise brand is belonging to the target consumer ’s in- group and aspirational groups so that seizing an opportunity to broadcast the brand. The companies entirely distance with dissociative groups, clearing brand value proposition. However, the consumer’s decision- making behavior is affected by the diversity of environments. Consumer feel being rejected or excluded by others, lacking of sense of belonging, whether consumers will change their decisions for group label of brand. And after consumers making a different attribution of exclusion experience, whether this will change the preference to aspirational groups label of brand, even dissociative groups. We try to find the effect of social exclusion influence on consumer’s preference for group label of brand, and this will have important theoretical significance and practical significance.Compared to existing studies, someone found consumers had higher brand evaluation to in-group label of brands, than outside groups and dissociative groups; while someone had proved that moral identity could expand group boundaries, consumers would improve evaluation and donate much more. The author believes that the consumer’s preference to group label of brand should according to the social acceptance situation, causal attribution of social exclusion(being excluded for excellent/being excluded for mediocre). In the study, using college students as the research object, two experiments were designed, through the analysis of variance, get the conclusions:(1) Compared with no label of brand, the social excluded consumers tend to has a higher brand evaluation to brand with group label.(2) Compared with the evaluation of dissociative groups label of brand, consumers being excluded for excel ent have better evaluation of aspirational groups label of brand.Conclusions of this research are valuable to the enterprise. They can reference to the conclusion to make the strategic segmenting market and brand positioning.