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.
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.
Wei Liu, Xiamen University
Zhaoyang Guo, Xiamen University, China
Rui Chen, Xiamen University, China
NA - Advances in Consumer Research Volume 48 | 2020
Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice
Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada
Why Do People Who Have More Enjoy Horror More?
Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore
The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation
Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University