"According to a new study published in the latest issue of the Journal of Consumer Research, it would appear that lonely people tend to shop differently than their peers who are in stable relationships, or married. The research is part of a larger investigation on social networks. The paper also revealed that more people report feeling alone and socially isolated today than they did decades ago. Researchers did not expect to find this result, since people are now interconnected online to a degree never-before though possible. Still, the research showed that as many as 1 in 4 people living in the United States report feeling lonely, and having no one to discuss important matters with. Apparently, this feeling is also influencing these individuals' shopping patterns…. The new findings could be of great use for advertisers. Companies will from now on be able to conduct specific campaigns targeted at this previously-untapped segment of the general population."
Tuesday, October 25th, 2011
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