Social exclusion and consumer product preference: Drink Pepsi to fit in, but fly American to stand out?

Social networks are commonplace in this day and age, and how we fit in may depend on anything from political affiliation, to religion, to even our own personality traits. According to a new study published in the Journal of Consumer Research, consumers who are okay with being rejected from a group are more likely to purchase things that set them apart from the norm.

Read the whole article on Physorg

More from Physorg