Buying certain products helps satisfy our need to belong, but compensating for loneliness with material consumption comes with a cost and may leave us worse off. ArashEmamzadeh explains how.
Indeed, becoming materialistic in order to reduce loneliness could ironically lead to increased loneliness, due to possessions taking the place of social interactions. This then results in even more loneliness...and a vicious cycle develops.As noted earlier, social connections are important for survival; therefore, loneliness tends to activate the motive to reconnect.
Needless to say, these behaviors make it difficult to connect with others. Being distrustful, for instance, is one potential reason why chronically lonely individuals are not comfortable with physical closeness and interpersonal touch. This is unfortunate since interpersonal touch can have positive effects on mental health and well-being , and be of tremendous benefit to lonely individuals.
The discomfort with interpersonal touch has an impact on consumer preferences as well. As the authors note, lonelier individuals “show lower preferences for consumer-related services and service encounters compared to less lonely consumers.”
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