Be close or stay away: the interactive effect of loneliness and information frameworks on consumer's anthropomorphic product preference

Purpose This article investigated the relationship between loneliness and anthropomorphic products. Design/methodology/approach The authors conducted three studies to examine their hypotheses. Findings The authors confirmed that highly lonely people would like to seek for social relationship. What's more, they may try to compensate by creating a sense of connection with nonhuman products so they will prefer anthropomorphic products. Further, the authors demonstrated that information framework can moderate this effect. Highly lonely consumers would increase their preference to anthropomorphic product under promotion-focus information, whereas they would decrease their preference to anthropomorphic product under prevention-focus information. These effects do not exist in lowly lonely consumers. At the same time, the authors demonstrate that the effect is mediated by perceived social connection. Originality/value This article contributes to loneliness literature in the consumer behavior field and proves the moderation effect of the information framework, which can deepen our understanding of the relationship between loneliness and anthropomorphic products.