The reciprocal effects of loneliness and consumer ethnocentrism in online behavior

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.