本研究欲探討社會排斥如何影響後續消費者負面口碑之行為，並研究在享樂 目標與善因行銷的議題下所造成的影響。本研究採用實驗設計法，並透過三個實驗 分別驗證假設。實驗一檢測社會排斥對於產生負面口碑之行為的影響，透過虛擬人 格測驗操弄社會排斥，誘發受測者的厭世感與嫉妒感，並加入遭遇不幸之控制組， 研究消費者在社會排斥、社會接納與遭遇不幸的情境下的負面口碑行為差異，並嘗 試探討此負面口碑行為之背後機制。實驗二以實驗設計法探討受到社會排斥之消 費者在享樂目標的促發下(享樂目標 vs. 無享樂目標)下，對負面口碑行為之影 響;實驗三則探討當產品在有無善因行銷的情況下，對於受到社會排斥或社會接納 之消費者的負面口碑行為有何影響。

本研究結果顯示，社會排斥的消費者比起社會接納之消費者會產生更多負面 口碑，且社會排斥所引發之厭世感與嫉妒感為負面口碑行為之背後序列機制。然而， 此效果會受到享樂目標之促發而削弱。當消費者沒受到享樂目標的促發，比起社會 接納下的人，社會排斥的人會較容易有負面口碑的行為;但若在享樂目標促發下， 則無以上的差異。除此之外，產品是否有善因行銷亦會影響社會排斥對負面口碑行 為之效果。在產品沒有善因行銷的情況下，比起社會接納下的消費者，社會排斥的 人會較容易有負面口碑的行為;但若產品有善因行銷時，則無以上的差異。本研究 之結果亦為行銷人員提供了管理意涵，以減少消費者在受到社會排斥後的負面口 碑行為。

This research aims to explore how social exclusion affects subsequent consumers’ negative word-of-mouth behavior with moderating effects of hedonic goal and cause- related marketing. The hypotheses are tested by three experiments in this research. Study 1 focuses on the effect of social exclusion on negative word-of-mouth behavior, and tests misanthropy and jealousy as the sequential underlying mechanisms behind this behavior. Study 2 examines the moderating role of hedonic goal (hedonic goal vs. no hedonic goal). Study 3 investigates the moderating effect of cause-related marketing (product with a cause vs. product without a cause).

The results demonstrate that socially excluded consumers tend to show stronger negative word-of-mouth behaviors than socially included consumers and misfortunate consumers. Moreover, the feeling of misanthropy and jealousy are found as underlying mechanisms to explain why social exclusion affects the negative word-of-mouth behavior. When consumers are primed with a hedonic goal, the effects of social exclusion on subsequent negative word-of-mouth behavior are reduced. People show similar negative word-of-mouth behavior regardless of social relationship (socially excluded vs. socially included). The effects of social exclusion on negative word-of-mouth behavior are also reduced by cause-related marketing. The results provide managerial implications for marketers to reduce consumers’ negative word-of-mouth behavior after feeling socially excluded.

論文審定書 ....................................................................................................................... i
摘要 .................................................................................................................................. ii Abstract............................................................................................................................ iii
第壹章 緒論 .................................................................................................................... 1
第一節 前言................................................................................................................. 1
第二節 研究背景......................................................................................................... 1
第三節 研究動機......................................................................................................... 3
第四節 研究目的與問題............................................................................................. 5
第五節 研究架構與流程............................................................................................. 5
第貳章 文獻探討 ............................................................................................................ 8
第一節 前言................................................................................................................. 8
第二節 社會排斥......................................................................................................... 8
第三節 負面口碑行為............................................................................................... 13
第四節 厭世感、嫉妒感........................................................................................... 16
第五節 享樂目標....................................................................................................... 18
第六節 善因行銷....................................................................................................... 20
第七節 小結............................................................................................................... 24
第參章 研究發展與架構 .............................................................................................. 25
第一節 前言............................................................................................................... 25
第二節 研究假設與架構........................................................................................... 25
第三節 實驗設計建立............................................................................................... 29
第四節 小結............................................................................................................... 30
第肆章 實驗一設計與結果 .......................................................................................... 31
第一節 前言............................................................................................................... 31
第二節 研究變數的操作型定義與衡量................................................................... 31
第三節 研究設計....................................................................................................... 36
第四節 實驗一研究結果分析................................................................................... 37
第五節 小結............................................................................................................... 44
第伍章 實驗二設計與結果 .......................................................................................... 45
第一節 前言............................................................................................................... 45
第二節 研究變數的操作型定義與衡量................................................................... 45
第三節 研究設計....................................................................................................... 49
第四節 實驗二研究結果分析................................................................................... 49
第五節 小結............................................................................................................... 54
第陸章 實驗三設計與結果 .......................................................................................... 55
第一節 前言............................................................................................................... 55
第二節 研究變數的操作型定義與衡量................................................................... 55
第三節 研究設計....................................................................................................... 58
第四節 實驗三研究結果分析................................................................................... 58
第五節 小結............................................................................................................... 62
第柒章 結論與建議 ...................................................................................................... 63
第一節 前言............................................................................................................... 63
第二節 研究結果討論............................................................................................... 63
第三節 研究貢獻....................................................................................................... 65
第四節 研究限制....................................................................................................... 68
第五節 未來研究建議............................................................................................... 70
第六節 小結............................................................................................................... 71
參考文獻 ........................................................................................................................ 72
附錄一 實驗一問卷 1 (社會排斥版本).................................................................... 85
附錄一 實驗一問卷 2 (社會接納版本).................................................................... 89
附錄一 實驗一問卷 3 (遭遇不幸版本).................................................................... 93
附錄二 實驗二問卷 1 (社會排斥 x 享樂目標版本)................................................ 97
附錄二 實驗二問卷 2 (社會排斥 x 無享樂目標版本).......................................... 101
附錄二 實驗二問卷 3 (社會接納 x 享樂目標版本).............................................. 105
附錄二 實驗二問卷 4 (社會接納 x 無享樂目標版本).......................................... 109
附錄三 實驗三問卷 1 (社會排斥 x 善因行銷版)本).............................................. 113
附錄三 實驗三問卷 2 (社會排斥 x 非善因行銷版本).......................................... 116
附錄三 實驗三問卷 3 (社會接納 x 善因行銷版本).............................................. 119
附錄三 實驗三問卷 4 (社會接納 x 非善因行銷版本).......................................... 122

Aarts, H., Custers, R., & Veltkamp, M. (2007). Goal Priming and the Affective-
Motivational Route to Nonconscious Goal Pursuit. Social Cognition, 26(5), 555-577.
Aarts, H., & Dijksterhuis, A. (2000). Habits as Knowledge Structures: Automaticity in
Goal-Directed Behavior. Journal of Personality and Social Psychology, 78(1), 53-
63.
Allen, K. A., Arslan, G., Craig, H., Arefi, S., Yaghoobzadeh, A., & Sharif Nia, H. (2021).
The Psychometric Evaluation of the Sense of Belonging Instrument (SOBI) with
Iranian Older Adults. BMC Geriatr, 21(1), 211-218.
Allen, N. B., & Badcock, P. B. T. (2003). The Social Risk Hypothesis of Depressed Mood:
Evolutionary, Psychosocial, and Neurobiological Perspectives. Psychological
Bulletin, 129(6), 887-913.
Andersen, P. A., Eloy, S. V., Guerrero, L. K., & Spitzberg, B. H. (1995). Romantic
Jealousy and Relational Satisfaction: A Look at the Impact of Jealousy Experience
and Expression. Communication Reports, 8(2), 77-85.
Andreasen, A. R. (1996). Profits for Nonprofits: Find a Corporate Partner. Harvard
Business Review, 74(6), 47-62.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New
Product. Journal of Marketing Research, 4(3), 291-295.
Atkinson, R. (2008). The Flowing Enclave and the Misanthropy of Networked Affluence.
In Blokland, T., & Savage, M. (Eds.), Networked Urbanism: Social Capital in the
City, Ashgate Publishing, Ltd., pp.41-58.
Aydin, N., Frey, D., & Fischer, P. (2010). Turning to God in the Face of Ostracism:
Effects of Social Exclusion on Religiousness. Personality and Social Psychology
Bullentin, 36(6), 742-753.
73
Bansal, H. S., & Voyer, P. A. (2000). Word-of-Mouth Processes within a Services
Purchase Decision Context. Journal of Service Research, 3(2), 166-177.
Baruch, S. W., Gould, S., & Thakkar, M (2006). Self-Giving vs. Gifting to Others: an
Examination of Psychological Orientation Differences in the Domain of Gift Giving.
Pechmann, C. & Price, L. (Eds.), Advances in Consumer Research, 33, MN:
Association for Consumer Research, pp.339-341.
Batra, R., & Ahtola, O. (1991). Measuring the Hedonic and Utilitarian Sources of
Consumer Attitudes. Marketing Letters, 2(2), 159-170.
Baumeister, R. F., Twenge, J. M., & Nuss, C. K. (2002). Effects of Social Exclusion on
Cognitive Processes: Anticipated Aloneness Reduces Intelligent Thought. Journal
od Personality and Social Psychology, 83(4), 817-827.
Baumeister, R. F., DeWall, C. N., Ciarocco, N. J., & Twenge, J. M. (2005). Social
Exclusion Impairs Self-Regulation. Journal of Personality and Social Psychology,
88(4), 589-604.
Baumeister, R. F., Brewer, L. E., Tice, D. M., & Twenge, J. M. (2007). Thwarting the
Need to Belong: Understanding the Interpersonal and Inner Effects of Social
Exclusion. Social and Personality Psychology Compass, 1(1), 506-520.
Bayus, B. L. (1985). Word-of-Mouth: The Indirect Effects of Marketing Efforts. Journal
of Advertising Research, 25(3), 31-39.
Bone, P. F. (1995). Word-of-Mouth effects on Short-term and Long-term Product
Judgements. Journal of Business Research, 32(3), 213-223.
Botti, S., & McGill, A. L. (2011). The Locus of Choice: Personal Causality and
Satisfaction with Hedonic and Utilitarian Decisions. Journal of Consumer Research,
37(6), 1065-1078.
Bronn, P. S., & Vrioni, A. B. (2001). Corporate Social Responsibility and Cause-Related
Marketing: An Overview. International Journal of Advertising, 20(2), 207-222.
74
Brown, J. J., & Reingen, P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior.
Journal of Consumer Research, 14(3), 350-362.
Buckley, K. E., Winkel, R. E., & Leary, M. R. (2004). Reactions to Acceptance and
Rejection: Effects of Level and sequence of Relational Evaluation. Journal of
Experimental Social Psychology, 40(1), 14-28.
Chan, H., & Cui, S. (2011). The Contrasting Effects of Negative Word-of-Mouth in the
Post-Consumption Stage. Journal of Consumer Psychology, 21(3), 324-337.
Chang, C.T., & Chu, X. Y. (2020). The Give and Take of Cause-Related Marketing:
Purchasing Cause-Related Products Licenses Consumer Indulgence. Journal of the
Academy of Marketing Science, 48(2), 203-221.
Chen, W., Tasi, D., & Chuang, H. A. (2010). Effects of Missing a Price Promotion After
Purchasing on Perceived Price Unfairness, Negative Emotions, and Behavioral
Responses. Social Behavior and Personality, 38(4), 495-507.
Chen, R. P., Wan, E. W., & Levy, E. (2017). The Effect of Social Exclusion on Consumer
Preference for Anthropomorphized Brands. Journal of Consumer Psychology, 27(1),
23-34.
Chen, Y. F., Tsai, C. W., & Chaung, Y. C. (2019). Influences of Online Negative Word
of Mouth on Purchase Intention. International Journal of E-Adoption, 11(1), 1-11.
Cone (2010). 2010 Cause Evaluation Study. availible at http://www.coneinc.com,
retrieved on August 5, 2021.
Custers, R., & Aarts, H. (2005). Positive Affect as Implicit Motivator: On the
Nonconscious Operation of Behavioral Goals. Journal of Personality and Social
Psychology, 89(2), 129-142.
Dawson, S., Bloch, P. H., & Ridgway, N. M. (1990). Shopping Motives, Emotional States,
and Retail Outcomes. Journal of Retailing, 66(4), 408-427.
75
Day, R. L., & Bodur, M. (1978), Consumer Response to Dissatisfation with Services and
Intangibles. In H. K. Hunt (Ed.), Advances in Consumer Research, 5, Ann Arbor,
MI: Association for Consumer Research, pp.263-272.
Derek, E. (2013). Rejecting Society: Misanthropy, Friendship and Montaigne. Res
Publica, 19(1), 53-65.
Dewall, C. N., & Baumeister, R. F. (2006). Alone But Feeling No Pain: Effect of Social
Exclusion on Physical Pain Tolerance and Pain Threshold, Affective Forecasting,
and Interpersonal Empathy. Journal of Personality and Social Psychology, 91(1), 1-
15.
DeWall, C. N., & Richman, S. B. (2011). Social Exclusion and the Desire to Reconnect.
Social and Personality Psychology Compass, 5(11), 919-932.
Dijksterhuis, A., & Bargh, J. A. (2001). The Perception-Behavior Expressway: Automatic
Effects of Social Perception on Social Behavior. Advances in Experimental Social
Psychology, 33(1), 1-40.
Dhar, R., & Wertenbroch, K. (2000). Consumer Choice between Hedonic and Utilitarian
Goods. Journal of Marketing Research, 37(1), 60-71.
Duclos R., Wan, E. W., & Jiang, Y. (2013). Show Me the Honey! Effects of Social
Exclusion on Financial Risk-Taking. Journal of Consumer Research, 40(1), 122-
135.
Dunn, E. W., Aknin, L. B., & Norton, M. I. (2008). Spending Money on Others Promotes
Happiness. Science, 319, 1687-1688.
European Urban Knowledge Network (2015), The Inclusive City: Approaches to Combat
Urban Poverty and Social Exclusion in Europe. 1-107.
Fedoroff, I. C., Poluvy, J., & Herman, C. P. (1997). The Effect of Pre-exposure to Food
Cues on the Eating Behavior of Restrained and Unrestrained Eaters. Appetite, 28(1),
33-47.
76
Ferguson, M. J. (2007). On the Automatic Evaluation of End-states. Journal of
Personality and Social Psychology, 92(4), 596-611.
Ford, M. B., & Collins, N. L. (2010). Self-esteem Moderates Neuroendocrine and
Psychological Responses to Interpersonal Rejection. Journal of Personality and
Social Psychology, 98(3), 405-419.
Forster, J., Liberman, N., & Friedman, R. S. (2007). Seven Principles of Goal Activation:
A Systematic Approach to Distinguishing Goal Priming from Priming of Non-goal
Constructs. Personality and Social Psychology Review, 11(3), 211-233.
Fredrickson, B. L., & Levenson, R. W. (1998). Positive Emotions Speed Recovery From
the Cardiovascular Sequelae of Negative Emotions. Cognition and Emotion, 12(2),
191-220.
Frenzen, J., & Nakamoto, K. (1993). Structure, Operation, and the Flow of Market
Information. Journal of Consumer Research, 20(3), 360-375.
Fuchs, L. M., Jacobsen, J., Walther, L., Hahn, E., Ta, T. M. T., Bajbouj, M., & von Scheve
C., (2021). The Challenged Sense of Belonging Scale (CSBS)—a validation study
in English, Arabic, and Farsi/Dari among Refugees and Asylum Seekers in Germany.
Measurement Instruments for the Social Sciences, 3(1), 1-16.
https://measurementinstrumentssocialscience.biomedcentral.com/articles/10.1186/s
42409-021-00021-y
Gardner, W. L., Pickett, C. L., & Brewer, M. B. (2000). Social Exclusion and Selective
Memory: How the Need to Belong Influences Memory for Social Events.
Personality and Social Psychology Bulletin, 26(4), 486-496.
Gelbrich, K. (2010). Anger, Frustration, and Helplessness after Service Failure: Coping
Strategies and Effective Informational Support. Journal of Academy of Marketing
Science, 38(5), 567-585.
77
Geok, T. L., & Sophia, N. (2001). Individual and Situational Factors Influencing Negative
Word-of-Mouth Behaviour. Canadian Journal of Administrative Sciences, 18(3),
168-178.
Giese, J. L., Spangenberg, E. R., & Crowley, A. E. (1996). Effects of Product-Specific
Word-of-Mouth Communication on Product Category Involvement. Marketing
Letters, 7(2), 187-199.
Gremler, D. D. (1994). Word-of-Mouth About Service Providers: an Illustration of
Theory Development in Marketing. In Park, C. W. & Smith, D. (Eds.), AMA Winter
Educators' Conforence: Marketing Theory and Appilications, American Marketing
Association, Chicago, Illinois, pp.62-70.
Hagtvedt, H., & Patrick, V. M. (2008). Art Infusion: The Influence of Visual Art on th
Perception and Evaluation of Consumer Products, Journal of Marketing Research,
45(3), 379-389.
Hanson, D. J. (1975). Dogmatism and misanthropy. Psychological Reports, 36(2), 670-
670.
Hawkins, R. O. (1987). Comparative Study of Three Measures of Sexual Jealousy.
Psychological Reports, 61(2), 539-544.
Haws, K. L., & Poynor, C. (2008). Seize the Day! Encouraging Indulgence for the
Hyperopic Consumer, Journal of Consumer Research, 35(4), 680-691.
Hayes, A. F. (2015). An Index and Test of Linear Moderated mediation. Multivariate
Behavioral Research, 50(1), 1-22.
Hoeffler, S. & Keller, K. L. (2002). Building Brand Equity through Corporate Societal
Marketing. Journal of Public Policy and Marketing, 21(1), 78-89.
Hofmann, W. & Van Dillen, L. F. (2012). Desire: The New Hot Spot in Self-Control
Research. Current Directions in Psychological Science, 21(5), 317-322.
78
Imas, A. (2014). Working for the "Warm Glow": On the Benefits and Limits of Prosocial
Incentives. Journal of Public Economics, 114(6), 14-18.
Johnston, R. (1998). The Effect of Intensity of Dissatisfaction on Complaining Behaviour.
Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 11,
69-77.
Josephson, N. (1984). AmEx Raises Corporate Giving to Marketing Art. Advertising
Age, 55, M-10.
Kempf, D. S. (1999). Attitude Formation From Product Trial: Distinct Roles of Cognition
and Affect for Hedonic and Functional Products. Psychology and Marketing, 16(1),
35-50.
Kotler, P., & Lee, N. (2005). Best of Breed: When it Comes to Gaining a Market Edge
While Supporting a Social Cause, "Corporate Social Marketing" Leads the Pack.
Social Marketing Quarterly, 11(3-4), 91-103.
https://www.scholars.northwestern.edu/en/publications/best-of-breed-when-itcomes-
to-gaining-a-market-edge-while-suppor
Kouchaki, M. & Jami, A. (2016). Everything We Do, You Do: The Licensing Effect of
Prosocial Marketing Messages on Consumer Behavior. Management Science, 64(1),
1-10.
Kowalski, R. M. (1996). Complaints and Complaining: Functions, Antecedents, and
Consequences. Psychological Bulletin, 119(2), 179-196.
Lachman, M. E., & Weaver, S. L. (1998). The Sense of Control as a Moderator of Social
Class Differences in Health and Well-being. Journal of Personality and Social
Psychology, 74(3), 763-773.
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers’ Responses to
Negative Word-of-Mouth Communication: An Attribution Theory Perspective.
Journal of Consumer Psychology, 11(1), 57-73.
79
Lakin, J. L., Chartrand, T. L., & Arkin, R. M. (2008). I Am Too Just Like You:
Nonconscious Mimicry as an Automatic Behavioral Response to Social Exclusion.
Psychological Science, 19(8), 816-822.
Larsen, J. T., McGraw, A. P., & Cacioppo, J. T. (2001). Can People Feel Happy and Sad
at the Same Time? Journal of Personality and Social Psychology, 81(4), 684-696.
Lawther, K. (1978). Social Integration of Elderly Consumers: Unfairness, Complaint
Actions, and Information Usage. In Jain S. C. (Ed.), AMA Educators' Conference,
Chicago: American Marketing Association, pp.141-345.
Leary, M. R. (1990). Response To Social Exclusion: Social Anxiety, Jealousy, Loneliness,
Depression, and low Self-esteem. Journal of Social and Clinical Psychology, 9(2),
221-229.
Lee, J. & Lee, J. N. (2009). Understanding the Product Information Inference Process in
Electronic Word-of-Mouth: An Objectivity-subjectivity Dichotomy Perspective.
Information and Management, 46(5), 302-311.
Lee, J., & Shrum, L. J. (2012). Conspicuous Consumption versus Charitable Behavior in
Response to Social Exclusion: A Differential Needs Explanation. Journal of
Consumer Research, 39(3), 530-544.
Lee, N. R. (2017). Corporate Social Marketing: Five Key Principles for Success. Social
Marketing Quarterly, 22(4), 340-344.
Legal, J. B., Chappe, J., Coiffard, V., & Forrest, A. V. (2012). Don't You Know That You
Want to Trust Me? Subliminal Goal Priming and Persuasion. Journal of
Experimental Social Psychology, 48(1), 358-360.
Leonard-Barton (1985). Experts as Negative Opinion Leaders in the Diffusion of a
Technological Innovation. Journal of Consumer Research, 11(4), 914-926.
80
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The Effect of Corporate
Social Responsibility on Customer Donations to Corporate-Supported Nonprofits.
Journal of Marketing, 68(4), 16-32.
Loveland, K. E., Smeesters, D., & Mandel, N. (2010). Still Preoccupied with 1995: The
Need to Belong and Preference for Nostalgic Products. Journal of Consumer
Research, 37(3), 393-408.
Malone, G. P., Pillow, D. R., & Osman, A. (2012). The General Belongingness Scale
(GBS): Assessing Achieved Belongingness. Personality and Individual Differences,
52(3), 311-316.
Maner, J. K., DeWall, C. N., Baumeister, R. F., & Schaller, M. (2007). Does Social
Exclusion Motivate Interpersonal Reconnection? Resolving the Porcupine Problem.
Journal of Personality and Social Psychology, 92(1), 42-55.
Masten, C. L., Eisenberger, N. I., Borofsky, L. A., Pfeifer, J. H., McNealy, K., Mazziotta,
J. C., & Dapretto, M. (2009). Neural Correlates of Social Exclusion During
Adolescence: Understanding the Distress of Peer Rejection. Social Cognitive and
Affective Neroscience, 4(2), 143-157.
Mayo, J. W., & Tinsley, C. H. (2009). Warm Glow and Charitable giving: Why the
Wealthy do not Give More to Charity? Journal of Economic Psychology, 30(3), 490-
499.
Melgar, N., Rossi, M. x., & Smith, T. W. (2013). Individual Attitudes Toward Others,
Misanthropy Analysis in a Cross-Country Perspective. The American Journal of
Economics and Sociology, 72(1), 222-241.
Mourey, J. A., Olson, J. G., & Yoon, C. (2017). Products as Pals: Engaging with
Anthropomorphic Products Mitigates the Effects of Social Exclusion. Journal of
Consumer Research, 44(2), 414-431.
81
Murray, K. B. (1991). A Test of Service Marketing Theory: Consumer Information
Acquisition Activities. Journal of Marketing, 55(1), 20-38.
Nielsen. (2015). Global Trust in Advertising. Winning Strategy for an Evolving Media
Landscape. Available online at
https://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielse
n-global-trust-in-advertising-report-september-2015.pdf., retrieved on August 5,
2021.
Oaten, M., Williams, K. D., Jones, A., & Zadro, L. (2008). The Effects of Ostracism on
Self–Regulation in the Socially Anxious. Journal of Social and Clinical Psychology,
27(5), 461-504.
O' Curry, S., & Strahilevitz, M. (2001). Probability and Mode of Acquisition Effects on
Choices Between Hedonic and Utilitarian Options. Marketing Letters, 12(1), 37-49.
Pines, A., & Aronson, E. (1983). Antecedents, Correlates, and Consequences of Sexual
Jealousy. Journal of Personality, 51(1), 108-136.
Price, L. L., & Feick, L. F. (1984). The Role of Interpersonal Sources in External
Research: An Information Perspective. In Kinnear, T. C. (Ed.), Advances in
Consumer Research, 11, Association for Consumer Research, Provo, pp.250-255.
Ramanathan, S., & Menon, G. (2006). Time-Varying Effects of Chronic Hedonic Goals
on Impulsive Behavior. Journal of Marketing Research, 43(4), 682-641.
Richins, M. L. (1984). Word of Mouth Communication as Negative Information. In
Thomas, C. K. (Ed.), Advances in Consumer Research, 11, UT: Association for
Consumer Research, Provo, pp.697-702.
Richins, M. L., & Root-Shaffer, T. (1988). The Role of Evolvement and Opinion
Leadership in Consumer Word-of-Mouth: an Implicit Model Made Explicit. In
Houton, M. J. (Ed.), Advances in Consumer Research, 15, UT: Association for
Consumer Research, Provo, pp.32-36.
82
Rosenberg, M. (1956). Misanthropy and Political Ideology. American Sociological
Review, 21(6), 690-695.
Rosenberg, M. (1957). Misanthropy and Attitudes Toward International Affairs. Journal
of Conflict Resolution, 1(4), 340-345.
Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer Perceptions of
Organizations That Use Cause-Related Marketing. Journal of the Academy of
Marketing Science, 20(1), 93-97.
Salovey, P. & Rodin, J. (1988). Coping with Envy and Jealousy. Journal of Social and
Clinical Psychology, 7(1), 15-33.
Schellekens, G. A. C., Verlege, P. W. J., & Smidts, A. (2010). Language Abstraction in
Word-of-Mouth. Journal of Consumer Research, 37(2), 207-223.
Singh, J. (1990). Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation
Across Three Service Categories. Journal of the Academy of Marketing Science,
18(1), 1-15.
Smith, T.W. (1997). Factors Relating to Misanthropy in Contemporary American Society.
Social Science Research, 26(2), 170-196.
Strack, F., & Deutsch, R. (2004). Reflective and Impulsive. Determinants of Social
Behavior. Personality and Social Psychology Review, 8(3), 220-247.
Su, L., Jiang, Y., Chen, Z., DeWall, C. N., Dahl, D., & Lee, L. (2017). Social Exclusion
and Consumer Switching Behavior: A Control Restoration Mechanism. Journal of
Consumer Research, 44(1), 99-117.
Sundar, S. (2007). Cause-Related Marketing: Tactic or Strategy. International Marketing
Conference on Marketing and Society, 4: Citeseer 8-10.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth versus
Traditional Marketing: Findings from an Internet Social Networking Site. Journal
of Marketing, 73(5), 90-102.
83
Twenge, J. M., Baumeister, R. F., Tice, D. M., & Stucke, T. S. (2001). If You Can't Join
Them, Beat Them: Effects of Social Exclusion on Aggressive Behavior. Journal of
Personality and Social Psychology, 81(6), 1058-1069.
Tybout, A. M., Calder, B. J., & Sternthal, B. (1981). Using Information Processing
Theory to Design Marketing Strategies. Journal of Marketing Research, 18(1),73-
79.
Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of
Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58-74.
Varadarajan, P. & Rajaratnam, D. (1986). Symbiotic Marketing Revisited. Journal of
Marketing, 50(1), 7-17.
Veronica, K. (2021). Customer Service Statistics that Prove You Need to Invest in
Customer Happiness. White House Officr of Consumer Affair.
https://sharpencx.com/blog/customer-happiness-customer-service-statistics/
Wan, E. W., Xu, J., & Ding, Y. (2014). To Be or Not to Be Unique? The Effect of Social
Exclusion on Consumer Choice. Journal of Consumer Research, 40(6), 1109-1122.
Wall, W. L. (1984). Companies Change the Ways They Make Charitable Donations. Wall
Street Journal, 1, 19.
Wetzer, I. M., Zeelenberg, M., & Pieters, R. (2007). “Never Eat in that Restaurant, I did!”:
Explore Why People Engage in Negative Word-of-Mouth Communication.
Psychology and Marketing, 24(8), 661-680.
Whitley, S. C., Trudel, R., & Kurt, D. (2018). The Influence of Purchase Motivation on
Perceived Preference Uniqueness and Assortment Size Choice. Journal of Consumer
Research, 45(4), 710-724.
Williams, K. D. (2007). Ostracism. Annual Review of Psychology, 58(6), 425-452.
84
Williams, K. D. (2009). Ostracism: A Temporal Need Threat Model. Advances in
Experimental Social Psychology, 41(6), 275-314.
Williams, K. D., Cheung, C. K. T., & Choi, W. (2000). Cyberostracism: Effects of Being
Ignored Over the Internet. Journal of Personality and Social Psychology, 79(5), 748-
762.
Zhang, J. Q., Craciun, G., & Shin, D. (2010). When Does Electronic Word-of-Mouth
Matter? A Study of Consumer Product Reviews. Journal of Business Research,
63(12), 1336-1341.
Zhang, Y., Feick, L., & Mittal, V. (2014). How Males and Females Differ in Their
Likelihood of Transmitting Negative Word of Mouth. Journal of Consumer
Research, 40(6), 1097-1108.
Zeelenberg, M., & Pieters, R. (2004). Beyond Valance in Customer Dissatisfaction: A
Review and New Findings on Behavioral Responses to Regret and Disappointment
in Failed Services. Journal of Business Research, 57(4), 445-455.
Zhu, R. J., & Argo, J. J. (2013). Exploring the Impact of Various Shaped Seating
Arrangements on Persuasion. Journal of Consumer Research, 40(2), 336-349.