7I When Loneliness Increases Self-Gifting: the Moderation of Attachment Style

Given the rise of loneliness, we investigate the impact of loneliness on self-gifting. Drawing upon theoretical connections of loneliness and interpersonal attachment style, we demonstrate that lonely consumers are more likely to self-gift for reward and therapy. Secure vs. insecure attached individuals are more influenced by loneliness in their self-gifting.



Citation:

Cindy B Rippé, Carolina O. C. Werle, and Amanda Pruski Yamim (2019) ,"7I When Loneliness Increases Self-Gifting: the Moderation of Attachment Style", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 988-988.

Authors

Cindy B Rippé, Grenoble Ecole de Management, France and University of North Georgia, USA
Carolina O. C. Werle, Grenoble Ecole de Management, France
Amanda Pruski Yamim, Grenoble Ecole de Management, France



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

Read More

Featured

M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

Read More

Featured

Inequality and Market (In)efficiency

Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

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.