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



Share Proceeding

Featured papers

See More

Featured

G4. That's So Sweet: Baby Cuteness Semantically Activates Sweetness to Increase Sweet Food Preference

Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada

Read More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Featured

A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps

Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.