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

Carter Morgan, Cait Lamberton, Rebecca Walker Reczek and Claudia Townsend

Journal of the Association for Consumer Research, 2023, vol. 8, issue 2, 142 - 152

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.

Date: 2023
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