R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth
People feel loneliness either due to inadequate closeness in their relationships or inadequate number of relationships. Across two studies, we show that lonely people who lack deep relationship exhibit higher brand loyalty, whereas lonely people who lack broad relationships choose a larger variety of brands.
Eunyoung Jang and Zachary Arens (2018) ,"R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 911-911.
Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
O9. The Role of Numerical Identification in Customer Reaction toward Service Failure
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA