Loneliness has become an increasingly common social phenomenon that is widespread at all ages and has an impact on people's daily lives in modern societies. Loneliness is a painful emotional experience that individuals subjectively perceive when the quality of intimate or social relationships does not meet ideal expectations or when they cannot satisfy their need to belong. Recent research findings regarding the impact of loneliness on consumption behavior have contributed greatly to the field of consumer behavior. However, the results of existing research are inconsistent and it is still unclear how loneliness affects consumption behavior. As a consequence, the field of consumer behavior is rather constrained in terms of research development and marketing strategy. In light of the importance of loneliness in the field of consumer behavior, this article systematically reviews the research findings of the influence of loneliness on consumption behavior in order to solve the above problems.
First of all, this article summarizes and generalizes the widely used manipulation methods (including the feedback-evoked method, recall-evoked method, imagination-evoked method, and cue-evoked method) and measurement tools (i.e., the UCLA loneliness scale) for loneliness. Secondly, this article summarizes the effects of loneliness on consumption behavior from four aspects, including compensatory consumption behavior, avoidance consumption behavior, irrational consumption behavior, and uniqueness consumption behavior, respectively. Thirdly, this article analyzes and sorts out the triggering mechanisms and situational factors of loneliness-induced consumption behaviors, respectively. According to the Evolutionary Theory of Loneliness, this article contends that, the psychological needs (e.g., seeking social connection, restoring a sense of control, and seeking a sense of meaning in life) activated by transiently lonely consumers, who are influenced by the approach motive for restoring self-difference, will induce compensatory consumption behaviors. The social avoidance tendency activated by chronically lonely consumers, who are influenced by the avoidance motive for self-preservation in the short term, will induce avoidance consumption behaviors. At the same time, constant vigilance for social threats and the negative emotions it produces (e.g., anxiety) due to social avoidance may deplete lonely consumers’ self-regulatory resources, which will induce irrational consumption behaviors. The need for uniqueness activated by chronically lonely consumers, who are influenced by the avoidance motive for self-preservation in the long term, will induce uniqueness consumption behavior. In addition, loneliness motivates consumers to induce these above consumption behaviors will be influenced by factors such as consumers' intimacy status, marketing strategies, product attributes, and consumption contexts. Finally, the article explains the influence mechanisms of loneliness on various types of consumption behaviors based on different perspectives such as social surrogacy theory, sense of control theory, compensatory consumption behavior theory, self-regulation theory, and personality trait theory.
Although many valuable results have been obtained from existing research on the effects of loneliness on consumer behavior, there are still some key issues that need to be addressed by future research. This article proposes that future research shall pay more attention to the impact of loneliness on altruistic consumption behavior (e.g., examining the effects of loneliness on pro-social consumption behavior or sustainable consumption behavior), the differential effects of type and degree of loneliness on consumption behavior (e.g., examining the differential effects of transient and chronic loneliness on consumption behavior), the potential moderators of loneliness-induced consumption behavior (e.g., exploring the boundary variables of loneliness-induced consumption behavior in terms of consumers' physiological activities, personality traits, and social characteristics), the internal mechanisms of loneliness-induced consumption behavior (e.g., attempting to explore the internal mechanisms of loneliness-induced consumption behavior from the cognitive-emotional dual processing path), as well as the reverse impact of consumption behavior on loneliness (e.g., clarifying the differential effects of consumption behavior on individual loneliness in the short and long term).
