How social exclusion prevents carryover effects of deception

Recent research has showed that advertising deception not only has a negative effect on consumers’ responses to subsequently encountered similar products and sources, but also carries over onto other unrelated advertisements. This research shows through one online and three lab experiments that social exclusion attenuates this carryover effect. These negative attitudes towards subsequent advertising are expected to be the least likely to occur when the subsequent advertising conveys high permeability of joining a group. In addition, this research shows that the effects of exclusion do not wash out the initial negative attitude towards the deceptive advertisement, only the carryover effect.