Social isolation: Are lonely consumers actually loners or conformers?
Despite the proliferation of social networks, many Americans feel alone and isolated. According to a new study in the Journal of Consumer Research, lonely individuals behave differently in the marketplace than people with strong social networks.
"Despite the popularity of Wi-Fi technologies and social networks such as Facebook, Americans are more socially isolated than two decades ago," write authors Jing Wang (University of Iowa), Rui (Juliet) Zhu (University of British Columbia), and Baba Shiv (Stanford University). According to the authors, in 2004 almost twenty five ...
