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
L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers
Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products