Walk a Mile in Someone Else’S Relationships: How Loneliness Affects Narrative Processing of Social Ads

In five studies, we show that lonely (vs. non-lonely) people are less transported into and have less favorable attitudes toward narrative ads featuring social relationships. However, they experience similar transportation and have equally favorable attitudes toward ads not featuring social relationships or ads asking them to imagine relationships involving themselves.



Citation:

Alice Wang and Jennifer Escalas (2019) ,"Walk a Mile in Someone Else’S Relationships: How Loneliness Affects Narrative Processing of Social Ads", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 111-116.

Authors

Alice Wang, University of Iowa, USA
Jennifer Escalas, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

Read More

Featured

N14. The Bright Side of Sadness: How Mood Affects Goal Initiation

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Featured

P13. Self-Selected versus Fixed Price Bundling: The Effect of Bundle Type on Perceived Quality

Burcak Bas, Bocconi University, Italy
GULEN SARIAL ABI, Bocconi University, Italy

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.