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The reciprocal effects of loneliness and consumer ethnocentrism in online behavior

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  • Tan, Huey Yii “Daphane”
  • Hair, Michael

Abstract

This research investigates the interrelated effects of loneliness and consumer ethnocentrism (CE) on product choices. In Study 1, our results show loneliness predicts domestic-choice behavior via increased CE, and we rule out change-seeking behavior and nostalgia as alternative mediators. In Study 2, we examine a reciprocal relationship, wherein CE also worsens loneliness; our results find that Americans who chose all American Facebook posts experienced higher loneliness, while participants who chose to see an ethnic mixture of posts did not experience a similar increase in loneliness. Implications for consumers and managers are discussed.

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  • Tan, Huey Yii “Daphane” & Hair, Michael, 2020. "The reciprocal effects of loneliness and consumer ethnocentrism in online behavior," Australasian marketing journal, Elsevier, vol. 28(1), pages 35-46.
    • Handle: RePEc:eee:aumajo:v:28:y:2020:i:1:p:35-46
    DOI: 10.1016/j.ausmj.2019.08.004
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    References listed on IDEAS

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    Cited by:

    1. Xueqin Wang & Yiik Diew Wong & Kum Fai Yuen, 2021. "Rise of ‘Lonely’ Consumers in the Post-COVID-19 Era: A Synthesised Review on Psychological, Commercial and Social Implications," IJERPH, MDPI, vol. 18(2), pages 1-22, January.

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