Materialistic mindsets tend to increase loneliness.

Loneliness also increases materialism.

There is a time and place for treating yourself.

Be honest: Have you ever bought something to cure a bout of loneliness? It’s OK—I have, too! Social relationships and interactions with other people are among the most important determinants of day-to-day happiness. We intuitively understand that our moods are better when we are spending time with others, and a large body of scientific literature backs this finding. Despite this, a lot of people report being lonely. Approximately 20-33 percent of adults in the United States report being lonely on a weekly basis.1

Loneliness and Spending Money

I’m willing to bet you’ve heard the term retail therapy. When we’re in a funk (or lonely), we sometimes turn to shopping as an antidote to negative emotions. Buying something new can elicit excitement, joy, and comfort. Just as ibuprofen can cure pain temporarily for an injury, buying new things can curb loneliness in the short term as well.

But is this the whole story? Consumer researcher Rik Pieters investigated this question,........

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