The reciprocal effects of loneliness and consumer ethnocentrism in online behavior

Tan, Huey Yii “Daphane” and Michael Hair

Australasian marketing journal, 2020, vol. 28, issue 1, 35-46

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.

Keywords: Consumer ethnocentrism; Loneliness; Social media (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:28:y:2020:i:1:p:35-46

DOI: 10.1016/j.ausmj.2019.08.004

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