Experiential Disadvantage For the Lonely Consumer

Previous research suggests that experiential purchases result in greater happiness than material purchases. However, the present research suggests that the experiential advantage in happiness will not occur for lonely consumers. We suggest that happiness from experiential purchases declines as loneliness increases due to the effect of impaired memory.


EUNYOUNG JANG and Pramit Banerjee (2020) ,"Experiential Disadvantage For the Lonely Consumer", 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: 432-433.


EUNYOUNG JANG, Oklahoma State University, USA
Pramit Banerjee, Oklahoma State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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