Efectos de la soledad en las prácticas de consumo

Abstract

Loneliness is a human phenomenon that derives from the need for contact with others. It constitutes a subjective experience that varies from person to person and produces different consequences physical and psychosocial on the health of those who experience it. Although in recent years the scientific interest in loneliness has had exponential growth, and despite the remarkable effects of loneliness on human health and behavior, has been paid little attention to the relationships of loneliness with consumer practices. This qualitative study explores the attitudes of the participants towards loneliness, the effects of this on the consumption of goods or services, and research the incidence of loneliness on consumer motivation. For this, were conducted ten in-depth interviews with people who have experienced a feeling of loneliness associated with recent love breakups. Among the findings is that participants resort to a variety of practices of food consumption, music, sports, and leisure activities (going to the movies, traveling), which provide the means to spend time and keep the mind active, have social interaction or having fun, to coping with loneliness. They also indicate interest in activities that help them feel more comfortable with their physical appearance and improve their relationship with themselves.