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.
Citation:
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.
Authors
EUNYOUNG JANG, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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