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Academic Journal of Business & Management, 2022, 4(6); doi: 10.25236/AJBM.2022.040612.

The Effect of Social Exclusion on College Students' Self-control Consumption Behavior: Moderating Effect of Implicit Personality and Self-efficacy


Junqin Wu

Corresponding Author:
Junqin Wu

College of Management, Shenzhen University, Shenzhen, China


Social exclusion is a common experience among college students. From the perspective of consumers' psychology and behavior, this paper studies the effect of social exclusion on college students' self-control consumption behavior with common social exclusion scenes, and explores the moderating effect of implicit personality and self-efficacy from the perspective of the individual. The results show that compared with consumers without social exclusion, consumers with social exclusion will show a lower tendency for self-control. Implicit personality and self-efficacy play a moderating role in the influence of social exclusion on individual self-control consumption behavior.


Social Exclusion; Self-control Consumption Behavior; Implicit Personality; Self–efficacy

Cite This Paper

Junqin Wu. The Effect of Social Exclusion on College Students' Self-control Consumption Behavior: Moderating Effect of Implicit Personality and Self-efficacy. Academic Journal of Business & Management (2022) Vol. 4, Issue 6: 69-73. https://doi.org/10.25236/AJBM.2022.040612.


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