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dc.contributor.authorKim, Junghyunen_US
dc.date.accessioned2017-04-25T22:29:15Z
dc.date.available2017-04-25T22:29:15Z
dc.date.issued2017-04-25en_US
dc.identifier.othervt_gsexam:10903en_US
dc.identifier.urihttp://hdl.handle.net/10919/77519
dc.description.abstractAlthough the advance of social media has enabled people to build social connections much more easily than ever before, loneliness—an aversive feeling of being isolated and disconnected—persists in modern society. In this dissertation, I examine when, how, and why loneliness influences consumer behavior. First, I develop an experimental method to induce loneliness and identify a circumstance that experimenters can obtain a successful loneliness priming effect. Across three experiments, I demonstrate that the same loneliness primes produce different loneliness responses based on the availability of cognitive resources. Specifically, participants who are cognitively depleted tend to rely on responses evoked by the loneliness primes (showing the intended loneliness priming effect) while those with abundant cognitive resources are not affected by the loneliness primes. Building on the findings from Experiments 1-3, I investigate how loneliness affects consumer behaviors in two different marketing contexts, nostalgic product consumption and charitable giving by focusing on how consumers cope with loneliness through consumption. In Experiments 4-5, I demonstrate that consumers who lack cognitive resources tend to form positive attitudes toward nostalgic products when experiencing loneliness. In Experiments 6-7, I show that lonely consumers with limited cognitive resources are likely to donate money to a charitable organization. Additionally, I find that consumers can regulate feelings of loneliness by spending money either for themselves (i.e., nostalgic products) or for others (i.e., charitable giving). This dissertation contributes to our understanding of loneliness in marketing by identifying a circumstance in which such emotional distress significantly influences consumer behavior and by showing how consumers spend money to cope with loneliness.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.rightsThis item is protected by copyright and/or related rights. Some uses of this item may be deemed fair and permitted by law even without permission from the rights holder(s), or the rights holder(s) may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder(s).en_US
dc.subjectLonelinessen_US
dc.subjectEmotion Regulationen_US
dc.subjectConsumer Behavioren_US
dc.titleLonely Consumers: When, How, and Why Does Loneliness Influence Consumer Behavior?en_US
dc.typeDissertationen_US
dc.contributor.departmentMarketingen_US
dc.description.degreePh. D.en_US
thesis.degree.namePh. D.en_US
thesis.degree.leveldoctoralen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineBusiness, Marketingen_US
dc.contributor.committeechairHerr, Paul Michaelen_US
dc.contributor.committeechairCoupey, Eloise B.en_US
dc.contributor.committeememberBagchi, Rajeshen_US
dc.contributor.committeememberBrinberg, David L.en_US
dc.contributor.committeememberMay, Frank Dominicken_US


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