The asymmetrical effects of emotional loneliness vs. social loneliness on consumers’ food preferences

Loneliness, or perceived isolation, has been shown to engender unhealthy food consumption and obesity. In this research, we present loneliness as a multi-faceted phenomenon, comprised of social loneliness (stemming from deprivation of a broad social network or group membership) and emotional loneliness (stemming from lack of an intimate emotional attachment). Across four experiments conducted in online and lab settings, we find that different types of loneliness have asymmetrical effects on individuals\u27 food attitudes and actual consumption, mediated by self-regulation. The research has significant implications to public health, consumer well-being, and social campaign