Lonely heart? Warm it up with love : the effect of loneliness on singles’ and non-singles’ conspicuous consumption

Purpose: This study aims to examine how loneliness, romantic relationship status (single/non-single) and romantic attachment factors (sociosexual orientation index (SOI), satisfaction with current relationship) interactively affect conspicuous consumption. Design/methodology/approach: Five quasi-experimental studies were conducted with different measures of conspicuous consumption across a variety of samples (N = 1189). Findings: Study 1 shows that loneliness increased singles’ but not non-singles’ conspicuous consumption. Study 2A further shows the mediating role of the mating motive amongst singles. Study 2B compared conspicuous and inconspicuous consumption and showed no interaction effect between loneliness and romantic relationship status in the domain of inconspicuous consumption. Studies 3 and 4 tested whether the effects of loneliness on non-singles’ conspicuous consumption were moderated by SOI and satisfaction with current relationship, respectively. Specifically, lonely non-singles with high SOI or low satisfaction with current relationship sought conspicuous consumption, but those with low SOI or high satisfaction with the current relationship avoided conspicuous consumption. Research limitations/implications: This study did not specifically consider different roots of loneliness (lack of romantic love, friendship or family attachment) between singles and non-singles, which future research should explore. Practical implications: The findings have implications for both marketers and policymakers regarding marketing campaigns for conspicuous products, support programmes satisfying the specific social attachment needs of different lonely people, etc. Originality/value: This study identifies a specific social attachment desire of the lonely, namely, romantic motive, by which loneliness influences singles’ and non-singles’ conspicuous consumption in different ways. The findings suggest the value of distinguishing types of loneliness.