IDEAS home Printed from https://ideas.repec.org/a/ucp/jacres/doi10.1086-723737.html
   My bibliography  Save this article

Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior

Author

Listed:
  • Carter Morgan
  • Cait Lamberton
  • Rebecca Walker Reczek
  • Claudia Townsend

Abstract

The COVID-19 pandemic forced large-scale social separation in a way not previously seen in modern societies. Though painful for many, this experience offers us the opportunity to learn about the way that consumption changes in the face of such social separation. In this article, we report three studies revealing that the greater the length of social separation, the more likely people are to perceive their reunion as an opportunity to refresh the impressions that others hold of them. In turn, the likelihood to engage in physically visible transformative behavior increases. Not only does this research help us to better understand the direct effects of COVID-19-related separation, but it also highlights an undocumented effect of lengthy social separation in general, implying the need to learn more about such experiences. Furthermore, results identify a new trigger for “fresh start” effects, showing their potential to play a role in interpersonal relationships.

Suggested Citation

  • Carter Morgan & Cait Lamberton & Rebecca Walker Reczek & Claudia Townsend, 2023. "Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior," Journal of the Association for Consumer Research, University of Chicago Press, vol. 8(2), pages 142-152.
    • Handle: RePEc:ucp:jacres:doi:10.1086/723737
    DOI: 10.1086/723737
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/723737
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: http://dx.doi.org/10.1086/723737
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: https://libkey.io/10.1086/723737?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jacres:doi:10.1086/723737. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.journals.uchicago.edu/JACR .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.