Distinctive decisions: How social exclusion influences consumer choices based on relationship orientation

While existing research has identified the influence of social exclusion on individual decision making, further studies are needed to obtain a nuanced understanding of the relationship between the excluder and the excluded (friend vs. stranger). We addressed this gap in the literature by examining the impact of social exclusion on consumer choice through a relational lens. Drawing on self-discrepancy and uniqueness theories, we posited that individuals with a communal relational orientation (emphasizing connection and belonging) would exhibit a stronger preference for distinctive choices when experiencing social exclusion compared to social inclusion, whereas individuals with an exchange relational orientation (prioritizing benefits and reciprocity) would demonstrate a weaker preference for distinctiveness under similar conditions. To test these hypotheses, we conducted two empirical studies. The results offer valuable insights for individuals navigating the complexities of social interactions and for decision making.