Humans as social animal live in rel

Humans as social animal live in relationships with others, but experience social exclusion, a disconnection of social relationships in many areas of life. According to prior studies dealing with the impact of social exclusion on consumer behavior, people who have experienced exclusion tend to pursue uniqueness to reveal their values. This study was conducted to confirm that consumers who have experienced social exclusion prefer hand-made products with higher uniqueness to machine-made products in order to express their social value. An online experiment was conducted to verify the impact of social exclusion on consumers' pursuit of uniqueness and preference for hand-made products. Results show that participants in the social exclusion condition tended to seek product uniqueness compared to those in the social inclusion condition, which also had a significant impact on preference for handmade products. This effect was significant in purchasing a glass frame with which people can express themselves but not in purchasing a glass lens with which they cannot express themselves. Discussions were made on the implications and limitations of this study and the direction of future research.