Defense Date
Spring 4-13-2023
Degree Type
Dissertation
Degree Name
Marketing
Department
Business Administration
Committee Chair/First Advisor
Dr. Armen Tashchian
Committee Member or Co-Chair
Dr. David Burns
Committee Member
Dr. Mona Sinha
Reader
Dr. Scott Widmier
Abstract
Loneliness is widespread in the United States as an estimated 20% percent of adult consumers are affected by it. Loneliness may motivate individuals to compensate for their need of social fulfilment by consuming more goods and services which may lead to materialism. Though limited studies have examined the relationship between loneliness and materialism, this study views loneliness as a self-discrepancy and examines its influence on materialism through three mediators (emotion regulation, self-enhancement, escapism) within the perspective of compensatory consumer behavior. Results from this study contribute to the growing body of consumer behavior research on the psychological underpinnings of compensatory consumer behavior. Furthermore, it sheds light on how consumers seek to reduce their loneliness self-discrepancy through compensatory consumer behavior with the consumption outcome of materialism.