The Influence Of Social Exclusion On College Students’ Willingness To Conspicuous Consumption

Social exclusion in consumer contexts is everywhere:When you go shopping in a store,you are told that you cannot enjoy certain services because you have not reached the corresponding membership level;After you walk into a luxury store,the waiter reminds you not to touch or try with arrogant attitude and disdainful eyes.There have been lots of research found that these social exclusion phenomena have a significant impact on consumers’ psychology and behavior.In addition,compensatory consumption theory holds that when people encounter people or things that are difficult to accept but difficult to change,they will choose to make certain consuming behave at this time because their self-concept is threatened or their psychological deficiency needs to be made up.Based on the existing research on social exclusion and consumer behavior,this study further refines the research object into the growing group of college students.Combined with the types of self-construction of consumers,the influence of social exclusion on the intention of conspicuous consumption of college students is analyzed.By means of questionnaire survey and experiment,this paper hold that compared with college students who have not experienced social exclusion,college students who have suffered from social exclusion have a stronger need for control,and thus are more eager to buy conspicuous products.However,there are differences in the performance of different self-constructed individuals: compared with the independent-constructed students,the dependent-constructed one are more willing to conspicuous consumption.On the ground of the theory of compensatory consumption,this study took social exclusion as the main analysis logic,reflecting the integration of marketing and other fields,which is conducive to a more comprehensive analysis of the phenomenon.Besides,this paper regarded the control requirements as mediator and self-constructed as moderator,which enriches the research in the field of social exclusion and conspicuous consumption.