(Iowa City) Studies have shown, those who are lonely, tend to spend money impulsively. Alice Wang in the University of Iowa Marketing Department says there's more to the story. She says the type of loneliness makes a difference, that is, whether you lack emotional attachments or just a big circle of friends. She says another factor...is age.
"So when older people lack family, kids, spouse, that's when they spend on impulsive products."
She says older people in their study, valued close attachments. Younger people, who are also lonely, and impulsive tend to wish for a larger circle of friends. She says advertisers have "Caught on" to these concepts, and try to use them to attract and keep customers.
Iowa Radio Network