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.
Citation:
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.
Authors
Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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