M10. I Need a Hero: How Loneliness Interacts With the Symbolic Meaning of Products to Affect Consumer Attitude
While extensive literature exists on symbolic meaning of products and on loneliness, how the interaction of these two concepts can affect attitude development towards a product has not been assessed. The current paper demonstrated that lonely people have a more positive attitude towards products that bear a superhero symbolic meaning.
Sirajul Arefin Shibly and Jinfeng Jiao (2018) ,"M10. I Need a Hero: How Loneliness Interacts With the Symbolic Meaning of Products to Affect Consumer Attitude", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 928-928.
Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA
NA - Advances in Consumer Research Volume 46 | 2018
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