AUTHOR=Hui Zhang , Yupeng Mou , Chenglong Zhang , Haiqin Li , Daomeng Guo TITLE=Impact of Social Exclusion on Customer Participation in Innovation: Role of Customer-Company Identification JOURNAL=Frontiers in Psychology VOLUME=12 YEAR=2021 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.747924 DOI=10.3389/fpsyg.2021.747924 ISSN=1664-1078 ABSTRACT=

In a social context, customer participation in the innovation process is often accompanied by social exclusion situations, which are generally believed to have a negative impact on individuals. However, research results and marketing practices show that social exclusion can also exert a positive influence on creativity, product selection, perceived risk, and so on. Through two experimental studies, this research explores the relationship between social exclusion and customer participation in innovation. It finds that social exclusion has a positive influence on customer participation in innovation and that customer-company identification mediates this relationship.