Journal article
The Lonely Consumer: Loner or Conformer?
The Journal of consumer research, Vol.38(6), pp.1116-1128
04/01/2012
DOI: 10.1086/661552
Abstract
Despite the popularity of social networks and technologies that intend to enhance social interaction, more Americans feel lonely now than before. This research examines how loneliness affects consumers’ responses to consensus-related social cues in marketing contexts. Results from three studies show that lonely consumers prefer minority-endorsed products, whereas nonlonely consumers prefer majority-endorsed products. However, this pattern occurs only when consumers’ product preferences are kept private. When product preferences are subject to public scrutiny, lonely consumers shift their preferences to majority-endorsed products. Results also reveal the underlying mechanisms. Minority-endorsed products fit better with the feelings of loneliness, and this fit mediates the effect of loneliness and endorsement type (i.e., majority vs. minority endorsement) on product evaluations in private consumption contexts. Yet, when their preferences are subject to public scrutiny, lonely consumers are concerned about being negatively evaluated by others, and this concern causes them to conform to the majority.
Details
- Title: Subtitle
- The Lonely Consumer: Loner or Conformer?
- Creators
- Jing Wang - University of IowaRui (Juliet) Zhu - University of British ColumbiaBaba Shiv - Stanford University
- Resource Type
- Journal article
- Publication Details
- The Journal of consumer research, Vol.38(6), pp.1116-1128
- Publisher
- University of Chicago Press
- DOI
- 10.1086/661552
- ISSN
- 0093-5301
- eISSN
- 1537-5277
- Language
- English
- Date published
- 04/01/2012
- Academic Unit
- Marketing
- Record Identifier
- 9984380408202771
Metrics
4 Record Views