Partner or servant

Abstract

Purpose The purpose of this paper is to take the perspective of repairing the negative effect of social exclusion, discussing how anthropomorphized brand role (partner vs servant) releases the negative effect of social exclusion. Design/methodology/approach In this research, two behavioral studies are conducted. Study 1 uses a one-factor (social exclusion vs social inclusion) between-subjects design. The purpose of Study 1 is to test the effect of social exclusion on consumers’ WTP for the anthropomorphized brand (H1). Study 2 uses a 2 (self-esteem (SE): high vs low) × 2 (anthropomorphized brand role: servant vs partner) between-subjects design. The aim of Study 2 is to investigate that after being socially excluded, how anthropomorphized brand roles (servant vs partner) and SE interactively release individuals’ negative feelings (H2a and H2b) and how the need for control recovery mediates this interaction effect (H3). Findings This study proposes that when individuals are socially excluded, they are willing to pay more for anthropomorphized brands than those who are not because anthropomorphized brands provide a quasi-social relationship. This study further posits that socially excluded consumers prefer the different role of anthropomorphized brands, given a different level of SE to meet their needs for control recovery. High self-esteem (HSE) (vs low self-esteem (LSE)) consumers are willing to pay more for a servant-like brand because such brands help them recover from low control by regaining a master role. In contrast, HSE and LSE consumers have no significant differences in WTP for a partner-like brand. Originality/value Few research studies have discussed how social exclusion influences individuals’ WTP. To fill this gap, the authors used WTP as the dependent variable, showing that after being socially excluded, individuals tend to pay a higher price for the anthropomorphized brand. Also, the research not only adds a contribution to research on the need for control recovery but also indicates how HSE vs LSE individuals behave differently in socially excluded contexts.