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



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