The tip of the tongue: Language‐based chronic social exclusion and tipping as a refocusing strategy

Abstract

Language is crucial for successful service exchange, yet it can also become a source of chronic social exclusion for nonnative speakers in the host country. This research examines how language‐based chronic social exclusion affects nonnative consumers' experiences and consequently, their tipping behavior. The results from a survey with 355 nonnative speakers in the USA and 355 nonnative speakers in the UK, along with a field study, reveal that these customers feel threatened in terms of their relational and efficacy needs, influencing their desire to restore their self‐image. This, in turn, positively influences their tipping behavior. This study is the first to empirically explore language‐based chronic social exclusion and its psychological and behavioral effects from the speakers' (nonnative customers') perspective in a service exchange setting. It highlights the importance of inclusive practices and policies to support socially excluded customers based on their language.