The Lonely Mind: Unraveling Consumer Reactions to Ads of Ordinary and Extraordinary Experiences

Abstract

This research investigates how loneliness influences consumer reactions to advertisements featuring ordinary and extraordinary experiences. In four experimental studies, we explore recalled personal experiences as well as imagined dining and entertainment consumption experiences within an advertising context. Our findings show that, compared with nonlonely consumers, who value both extraordinary and ordinary experiences, lonely consumers derive and expect significantly greater happiness from extraordinary (vs. ordinary) experiences. It follows that lonely consumers are willing to spend more time and money on experiences promoted with an extraordinary appeal than an ordinary one. These findings suggest that lonely consumers are more attracted to advertisements featuring extraordinary (vs. ordinary) appeal.