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仪式性消费通过增加意义来减少孤独感（摘要）
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仪式性消费通过增加意义来减少孤独感（摘要）
尽管长期和短暂的孤独感以及与之相关的有害后果都普遍存在，但作为对社会排斥的一种负面价值反应，孤独感在营销文献中竟然很少受到关注。已有研究表明孤独的人往往缺乏生活的意义。受此启发，作者提出涉及消费品的仪式性行为可以通过增加生活的意义来减少孤独感。具体来说，一系列研究发现，参与哪怕是最低限度的、陌生的仪式，也能减少孤独消费者的孤独感。结果支持了意义性（meaningfulness）的重要作用。作者发现，仪式对孤独感的影响是由生活意义(meaning in life)通过感知的产品意义性(perceived product meaningfulness)来中介的。他们还发现，当意义性的体验可以偶然获得时，仪式行为不再影响孤独感。
Despite the prevalence of both chronic and transient loneliness and the detrimental consequences associated with them, as a negatively valenced response to social exclusion, loneliness has received surprisingly little attention in the marketing literature. Drawing on research showing that lonely people often lack meaning in their life, the authors propose that ritualistic behavior that involves consumer products may reduce loneliness by increasing meaning in life. Specifically, a series of studies finds that engaging in even minimal, unfamiliar rituals reduces loneliness among lonely consumers. The results support the important role of meaningfulness. The authors find that the effect of rituals on loneliness is mediated by meaning in life via perceived product meaningfulness. They also find that ritualistic behavior no longer affects loneliness when the experience of meaningfulness can be derived incidentally.
论文原文：Xuehua Wang, Yixia Sun, and Thomas Kramer. (2021). Ritualistic Consumption Decreases Loneliness by Increasing Meaning. Journal of Marketing Research, 58(2), 282-298.
尽管长期和短暂的孤独感以及与之相关的有害后果都普遍存在，但作为对社会排斥的一种负面价值反应，孤独感在营销文献中竟然很少受到关注。已有研究表明孤独的人往往缺乏生活的意义。受此启发，作者提出涉及消费品的仪式性行为可以通过增加生活的意义来减少孤独感。具体来说，一系列研究发现，参与哪怕是最低限度的、陌生的仪式，也能减少孤独消费者的孤独感。结果支持了意义性（meaningfulness）的重要作用。作者发现，仪式对孤独感的影响是由生活意义(meaning in life)通过感知的产品意义性(perceived product meaningfulness)来中介的。他们还发现，当意义性的体验可以偶然获得时，仪式行为不再影响孤独感。
Despite the prevalence of both chronic and transient loneliness and the detrimental consequences associated with them, as a negatively valenced response to social exclusion, loneliness has received surprisingly little attention in the marketing literature. Drawing on research showing that lonely people often lack meaning in their life, the authors propose that ritualistic behavior that involves consumer products may reduce loneliness by increasing meaning in life. Specifically, a series of studies finds that engaging in even minimal, unfamiliar rituals reduces loneliness among lonely consumers. The results support the important role of meaningfulness. The authors find that the effect of rituals on loneliness is mediated by meaning in life via perceived product meaningfulness. They also find that ritualistic behavior no longer affects loneliness when the experience of meaningfulness can be derived incidentally.
论文原文：Xuehua Wang, Yixia Sun, and Thomas Kramer. (2021). Ritualistic Consumption Decreases Loneliness by Increasing Meaning. Journal of Marketing Research, 58(2), 282-298.
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