Give me the newest! Effect of social exclusion on new products adoption

Abstract Scholars have explored the factors influencing new product adoption from various perspectives, such as product characteristics, personality traits, and marketing communication strategies. However, these studies lack the consideration of consumer social relationships. Thus, this study examined how social exclusion influences new product adoption. Three experiments involving 1372 participants indicated that social exclusion leads to a higher really new products adoption compared to social inclusion. The mediating factor in this relationship is the need for uniqueness. In contrast, no significant difference in incrementally new product adoption was found between socially excluded and included individuals. The above effects only exist in individuals with low self‐control. Individuals with high self‐control exhibit no significant difference in RNP adoption intention, whether they experience social exclusion or inclusion. These findings not only significantly increase the body of knowledge on social exclusion and new products, but also advise marketers on how to promote new products.