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.
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.
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
NA - Advances in Consumer Research Volume 47 | 2019
“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
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA