Feeling Lonely Increases Interest in Previously Owned Products
JMR, Journal of Marketing Research
; 58(5):968-980, 2021.
Article
in English
| ProQuest Central | ID: covidwho-1455837
ABSTRACT
Consumption of used products has the potential to symbolically connect present and previous users of these products, something that may appeal to lonely consumers. Accordingly, across seven studies, feeling lonely increased consumers’ preference for previously owned products. Specifically, the authors found that the proportion of lone shoppers was higher in a used versus a regular bookstore, lone individuals (vs. those sitting in pairs) were more likely to select a used over a new product, people without (vs. with) a date on Valentine’s Day expressed stronger preference for used products, and individual differences in loneliness during the COVID-19 pandemic predicted interest in used products. Other studies documented that the desire to symbolically connect underlies the effect of loneliness on consumption. At a time when loneliness is on the rise, the authors discuss implications for the marketing of used products and how loneliness might motivate consumers to reduce waste.
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
JMR, Journal of Marketing Research
Year:
2021
Document Type:
Article
Similar
MEDLINE
...
LILACS
LIS