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
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA
H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA