TY - JOUR
T1 - Me, Myself, and I: Examining the Effect of Loneliness and Self-Focus on Message Referents
AU - Kemp, Elyria
AU - Moore, David J.
AU - Cowart, Kelly
PY - 2016/1/1
Y1 - 2016/1/1
N2 - In a world of constant connectivity, individuals still report experiencing feelings of loneliness. Loneliness refers to the subjective feeling of social isolation and is an important emotion in consumption situations. This research examines the effect of loneliness on consumer evaluations of advertisements. Specifically, two experiments investigate how individuals experiencing loneliness respond to self versus other message referents in advertising. Findings from both studies demonstrate that individuals experiencing loneliness have more favorable dispositions toward messaging that references the “self” as opposed to messaging that references “others.” Theoretical and managerial implications of findings are discussed.
AB - In a world of constant connectivity, individuals still report experiencing feelings of loneliness. Loneliness refers to the subjective feeling of social isolation and is an important emotion in consumption situations. This research examines the effect of loneliness on consumer evaluations of advertisements. Specifically, two experiments investigate how individuals experiencing loneliness respond to self versus other message referents in advertising. Findings from both studies demonstrate that individuals experiencing loneliness have more favorable dispositions toward messaging that references the “self” as opposed to messaging that references “others.” Theoretical and managerial implications of findings are discussed.
UR - https://digitalcommons.usf.edu/mai_facpub_sm/7
UR - https://doi.org/10.1080/10641734.2015.1119766
U2 - 10.1080/10641734.2015.1119766
DO - 10.1080/10641734.2015.1119766
M3 - Article
VL - 37
JO - Journal of Current Issues Research in Advertising
JF - Journal of Current Issues Research in Advertising
ER -