Loneliness is the negative experience of a discrepancy between the desired and actual personal network of relationships. Whereas past work have focused on the effect of loneliness on prosocial behaviors, the present research addressed the gap by exploring the effect of loneliness on empathy. Empathy is the emotional reaction of sharing in others' internal experiences. We adopted a new paradigm-empathy selection task, which uses free choices to assess the desire to empathize. Participants made a series of binary choices, selecting situations that instructed them to empathize or objectively describe. Results from two studies showed that, compared to non-lonely people, lonely people were more likely to choose positive empathy but to avoid negative empathy. The pattern occurs because lonely people perceived higher (vs. lower) social support in the positive (vs. negative) empathy tasks. Moreover, empathy served to be an adaptive emotion regulation strategy developed by lonely people to reduce their loneliness effectively. This research has resulted in both theoretical contributions to prosocial behavior literature and the further discovery of practical implications for loneliness intervention.
Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers’ personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses the mechanism underlying this variability. A total of four studies were conducted. Study 1 adopted survey-based design and manipulated brand personality by two versions of fictitious coffee brands. Results showed that sincere (vs. exciting) brands elicited more proximal psychological distance and in turn led to higher purchase intention. With a similar procedure, a different sample, and a different product (vacuum cup), Study 2 replicated the pattern demonstrated in Study 1. Moreover, the impact of brand personality upon psychological distance was found to be more prominent among consumers with high (vs. low) levels of attachment anxiety. Because psychological distance is proposed and proved to be a critical variable for mediating the variability in purchase intention, we adopted cognitive computerized tasks in Studies 3–4 to test whether stimuli perceived as sincere and exciting will induce different responses relevant to the perceptions of psychological distance. Study 3 adopted a picture-word version of Stroop task to test whether the automatic activation of personality-priming words would carry various perceptions of psychological distance, and results showed that participants classified distance faster when a close (vs. far) spatial distance matched sincere words and when a far (vs. close) spatial distance matched exciting words. Study 4 adopted the interference task to examine whether visual attention would be affected by personality-priming images, and results indicated a stronger cueing effect and an articulated interference effect for sincere (vs. exciting) figures. This research advances the literature of brand personality by probing the important role of psychological distance and further elaborating on the variability of consumer behavior toward sincere and exciting brands.
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