中文摘要：

孤独感在当今社会非常普遍,但是鲜有研究关注到孤独感对消费行为的影响。基于孤独感和感知控制缺失的相关理论研究,3组实验分别选取美国样本和中国样本检验了孤独感对不确定消费偏好的影响,发现孤独感降低个体对含有功能风险的新产品、非透明包装的产品和概率促销的评价,但孤独感对传统成熟产品和透明包装产品评价没有影响,此外在概率促销消费情景中检验了感知控制缺失的中介作用。

英文摘要：

Despite the popularity of social networks and new technologies that make social interactions easier, more and more people feel lonely now than before. Prior research suggested that loneliness significantly affected social behavior, psychological cognition and physiological health, but little research has been done in the domain of consumer behavior. Building on prior research about loneliness, perceived loss of control and uncertainty avoidance, this paper argues that loneliness will cause perceived loss of control, which consequently will make consumers more uncertainty avoiding. A series of three studies were conducted in both China and the U.S. to test the above hypotheses in the consumption domains of new products, product packaging and probabilistic promotions.Study 1 used a 2（product type： novel Sony speaker vs. traditional Sony speaker） × loneliness（continuous measurement） between-subjects design to test the aforementioned hypothesis. 102 participants from Amazon＇s M-Turk pool were randomly assigned to one of the two product type groups. After reading information about a novel Sony speaker（or a traditional Sony speaker）, participants evaluated the product and then completed the loneliness scale and some other demographic information. The results revealed a significant interaction between product type and loneliness. Specifically, loneliness had no effect on the evaluation of the traditional Sony speaker, but loneliness was significantly negatively correlated to the evaluation of the novel Sony speaker. Study 2 used a similar design as Study 1 to further test our proposition in the domain of product packaging（transparent vs. non-transparent packaging）. 123 participants were randomly assigned to one of the two groups in which there were asked to imagine shopping for nuts with either transparent or non-transparent product packaging and consequently to indicate their preferences of the nuts. The results showed a significant interaction of product packaging and loneliness. Specifically, lon