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Essays on Lonely Consumers and Social Gaze.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Essays on Lonely Consumers and Social Gaze./
Author:	Jang, Eunyoung.
Description:	1 online resource (125 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 83-07, Section: A.
Contained By:	Dissertations Abstracts International83-07A.
Subject:	Business administration. -
Online resource:	click for full text (PQDT)
ISBN:	9798762122474

Essays on Lonely Consumers and Social Gaze.
Jang, Eunyoung.

Essays on Lonely Consumers and Social Gaze. - 1 online resource (125 pages)

Source: Dissertations Abstracts International, Volume: 83-07, Section: A.

Thesis (Ph.D.)--Oklahoma State University, 2021.

Includes bibliographical references

This dissertation includes two essays. The first essay examines how two dimensions of loneliness influence brand relationships. Lonely individuals tend to use consumption to compensate for their lacking relationships. Drawing on the literature on loneliness, compensatory consumption, and brand relationship, this research suggests that lonely individuals are different in ways of connecting with brands. Emotionally lonely individuals who feel the inadequate closeness in their relationships are more loyal to brands, whereas socially lonely individuals who have insufficient connections tend to prefer having a large brand assortment. Across five studies, I develop a new scale of emotional and social loneliness and using measurement and multiple experiments, I provide supporting evidence. The second essay investigates how consumers react to the different gaze directions of a model in an advertisement. It was proposed that people would be more willing to click an advertisement that features a model's direct gaze than averted gaze because of an arousal effect. However, three studies failed to support the hypotheses. The second essay suggests that the effect of a model's gaze direction may have a nuanced effect on consumers and depend on contextual factors such as a viewer's personality.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798762122474Subjects--Topical Terms:

1148568
Business administration.
Subjects--Index Terms:

Social gazeIndex Terms--Genre/Form:

554714
Electronic books.

Essays on Lonely Consumers and Social Gaze.
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520 $a This dissertation includes two essays. The first essay examines how two dimensions of loneliness influence brand relationships. Lonely individuals tend to use consumption to compensate for their lacking relationships. Drawing on the literature on loneliness, compensatory consumption, and brand relationship, this research suggests that lonely individuals are different in ways of connecting with brands. Emotionally lonely individuals who feel the inadequate closeness in their relationships are more loyal to brands, whereas socially lonely individuals who have insufficient connections tend to prefer having a large brand assortment. Across five studies, I develop a new scale of emotional and social loneliness and using measurement and multiple experiments, I provide supporting evidence. The second essay investigates how consumers react to the different gaze directions of a model in an advertisement. It was proposed that people would be more willing to click an advertisement that features a model's direct gaze than averted gaze because of an arousal effect. However, three studies failed to support the hypotheses. The second essay suggests that the effect of a model's gaze direction may have a nuanced effect on consumers and depend on contextual factors such as a viewer's personality.
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653 $a Brand relatioships
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