Marketing Seminar（2014-12）

Title: Loneliness makes me attractive? Effects of Social Exclusion on Beauty Spending

Speaker:Ziwei Wang

Affiliation:Peking University

Time: : Wednesday 3 December. 3:15-4:45pm

Location: Room217, Guanghua Building 2

Abstract:

The research focuses on the influence of social exclusion on consumers' beauty product spending. Social exclusion would threaten people's basic need of belongingness, while beauty product can help people improve their physical attractiveness and reestablish social connections. Due to the greater importance of physical attractiveness for women, the effect would be stronger for female participants. From four experiments we demonstrated that social exclusion would increase women's tendency to make beauty consumptions. When being excluded, female participants would regard beauty spending as more meaningful, be willing to spend more on beauty products, and show greater willingness to pay for beauty products. Mediating role of self-focus level and moderating role of the social function manipulation were also tested to reveal the underlying mechanism.

Your participation is warmly welcomed!