Lonely Heart? Warm It Up With Love: the Effect of Loneliness on Singles’ and Non-Singles’ Conspicuous Consumption

Three studies show that loneliness increases singles’ conspicuous consumption, but yields divergent effect for non-singles depending on their sociosexual orientation (SOI). In particularly, loneliness has decrease conspicuous consumption among non-single people with low SOI, but increase conspicuous consumption among those with high SOI. Mating motive mediates the above effects.



Citation:

Wei Liu, Zhaoyang Guo, and Rui Chen (2020) ,"Lonely Heart? Warm It Up With Love: the Effect of Loneliness on Singles’ and Non-Singles’ Conspicuous Consumption", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1190-1190.

Authors

Wei Liu, Xiamen University
Zhaoyang Guo, Xiamen University, China
Rui Chen, Xiamen University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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