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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