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
L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase
Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA
The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class
Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia