Are Lonely Consumers Loyal Consumers?
People feel loneliness either due to inadequate closeness in their relationships or inadequate number of relationships. Across three studies, we show that lonely people experiencing inadequate relationship quality exhibit higher brand loyalty, whereas lonely people experiencing inadequate relationship quantity choose a larger number of brands.
EUNYOUNG JANG and Zachary Arens (2020) ,"Are Lonely Consumers Loyal Consumers?", 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: 434-435.
EUNYOUNG JANG, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
NA - Advances in Consumer Research Volume 48 | 2020
Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment
Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving
Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA