This research investigates the interrelated effects of loneliness and consumer ethnocentrism (CE) on product choices. In Study 1, our results show loneliness predicts domestic-choice behavior via increased CE, and we rule out change-seeking behavior and nostalgia as alternative mediators. In Study 2, we examine a reciprocal relationship, wherein CE also worsens loneliness; our results find that Americans who chose all American Facebook posts experienced higher loneliness, while participants who chose to see an ethnic mixture of posts did not experience a similar increase in loneliness. Implications for consumers and managers are discussed.
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