Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior
Document Type
Article
Publication Date
2023
Abstract
The COVID-19 pandemic forced large-scale social separation in a way not previously seen in modern societies. Though painful for many, this experience offers us the opportunity to learn about the way that consumption changes in the face of such social separation. In this article, we report three studies revealing that the greater the length of social separation, the more likely people are to perceive their reunion as an opportunity to refresh the impressions that others hold of them. In turn, the likelihood to engage in physically visible transformative behavior increases. Not only does this research help us to better understand the direct effects of COVID-19-related separation, but it also highlights an undocumented effect of lengthy social separation in general, implying the need to learn more about such experiences. Furthermore, results identify a new trigger for “fresh start” effects, showing their potential to play a role in interpersonal relationships.
Digital Object Identifier (DOI)
https://doi.org/10.1086/723737
Citation / Publisher Attribution
Journal of the Association for Consumer Research, v. 8, no. 2
Scholar Commons Citation
Morgan, Carter; Lamberton, Cait; Walker Reczek, Rebecca; and Townsend, Claudia, "Friends Interrupted: How Reunions after Social Separation Motivate Physically Transformative Consumer Behavior" (2023). School of Marketing and Innovation Faculty Publications. 11.
https://digitalcommons.usf.edu/mai_facpub/11
Was this content written or created while at USF?
Yes
