Ritualistic Consumption Decreases Loneliness by Increasing Meaning
Ritualistic Consumption Decreases Loneliness by Increasing Meaning
复制标题
仪式性消费通过增加意义来减少孤独感
DOI：
10.1177/0022243721993426
复制
发表时间：
2021-04
影响因子：
6.1
通讯作者：
Thomas Kramer
中科院分区：
文献类型：
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作者：
Xuehua Wang;Yixia Sun;Thomas Kramer
尽管长期和短暂的孤独普遍存在，以及与之相关的有害后果，但作为对社会排斥的负面反应，孤独在营销文献中得到的关注令人惊讶地少之又少。根据一项研究表明，孤独的人往往缺乏生活意义，作者提出，涉及消费品的仪式性行为可能会通过增加生活意义来减少孤独。具体地说，一系列研究发现，即使是最小的、不熟悉的仪式也会减少孤独消费者的孤独感。这一结果支持了意义的重要作用。作者发现，仪式对孤独的影响是通过感知产品意义来中介生活意义的。他们还发现，当意义的体验可以顺便获得时，仪式性行为不再影响孤独。
Despite the prevalence of both chronic and transient loneliness and the detrimental consequences associated with them, as a negatively valenced response to social exclusion, loneliness has received surprisingly little attention in the marketing literature. Drawing on research showing that lonely people often lack meaning in their life, the authors propose that ritualistic behavior that involves consumer products may reduce loneliness by increasing meaning in life. Specifically, a series of studies finds that engaging in even minimal, unfamiliar rituals reduces loneliness among lonely consumers. The results support the important role of meaningfulness. The authors find that the effect of rituals on loneliness is mediated by meaning in life via perceived product meaningfulness. They also find that ritualistic behavior no longer affects loneliness when the experience of meaningfulness can be derived incidentally.