8K Villains Are Lonely Too! How Loneliness Influence Consumers’ Preference For Superhero and Supervillain Products

The literature suggests that in an attempt to create or restore social inclusion, lonely individuals may pursue unique products. However, we suspect that despite being unique, products with villain symbols represent immoral social outcasts. Therefore, lonely individuals are likely to demonstrate less positive attitude towards products with such symbols.



Citation:

Sirajul Arefin Shibly and Jinfeng Jiao (2019) ,"8K Villains Are Lonely Too! How Loneliness Influence Consumers’ Preference For Superhero and Supervillain Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 990-990.

Authors

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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