Of Ostracism, Loneliness and Consumer-Brand Relationships

Research has shown that feelings of loneliness, ostracism or social rejection can have profound impacts on social/interpersonal behavior (e.g. Williams, 2007). Depending upon the situations under which it occurs, loneliness, rejection or ostracism can lead to prosocial behaviors (which can reinforce relational needs) or anti-social behaviors (which can reinforce one’s need for control). Four studies were conducted to extend these notions to consumer-brand relationships. Studies 1-3, using several different manipulations of loneliness and rejection, show that lonely or rejected consumers take greater distance (in terms of reduced loyalty, self-brand connection, and attitude) from their favorite brands. Study 4 identifies a boundary condition of this effect. Specifically, rejection of favorite brands following ostracism was found to occur only for instrumental brands (which help the user accomplish a specific goal). Discussion focuses on the implications of these findings for the understanding of consumer-brand relationships.