Socially excluded consumers tend to rely on affect to process information, and prefer persuasive messages based on feelings

Speaking to the heart: Social exclusion and reliance on feelings versus reasons in persuasion. By Fang-Chi Lu , Jayati Sinh
http://www.sciencedirect.com/science/article/pii/S1057740817300189.

Abstract: The authors of this study identify an alternative frame of communication for persuading people who feel socially excluded to behave in ways that benefit individual and social well-being, regardless of future connection possibilities. The authors suggest that socially excluded (included) consumers tend to rely on affect (cognition) in processing information, and to consequently prefer persuasive messages based on feelings (reasons). The effect occurs because people tend to ruminate about exclusionary events, which depletes self-regulatory resources. Thus, distraction that interferes with rumination can mitigate the social exclusion effect on affective processing. The authors present findings from five studies across various paradigms promoting personal and social well-being (i.e., donating blood, recycling, and consuming healthful foods) and discuss the theoretical and policy implications.

Keywords: Distraction intervention; Emotional versus rational appeals; Persuasion; Social exclusion