When lonely people encounter anthropomorphic products

By conducting 2 experiments, I investigated the influence of loneliness on consumers' attitudes toward the degree of anthropomorphism of products (high, medium, or low). In Study 1, I recruited 186 participants to categorize a cellphone as hedonic, neutral, or utilitarian, then rate its anthropomorphism in order to examine the effect of loneliness on consumers' preferences. Results showed that nonlonely consumers preferred products with high, vs. low or medium, anthropomorphism. However, the relationship between the favorite products of lonely consumers and anthropomorphic degree presented as an inverted U-shaped curve. In Study 2, I recruited 553 participants to extend Study 1 and investigate the moderating role of product category on the loneliness–anthropomorphism preference relationship. Results demonstrated that lonely people preferred hedonic products with high anthropomorphism and utilitarian products with low anthropomorphism above all others. Thus, I have contributed to loneliness theory and highlighted associated managerial implications.