You’re suddenly more materialistic than usual
Are you spending more than you typically would? Have you developed an unusual attachment to material things that you didn’t have before?
“It is widely believed that there is a vicious cycle in which loneliness leads to materialism and materialism, in turn, contributes to loneliness,” explains Rik Pieters, a professor at Tilburg University, who authored a study published in the Journal of Consumer Research on the connection between loneliness and materialism. “While materialism can increase loneliness, it may actually reduce loneliness for some consumers. Increasing opportunities for social interaction and improving social skills may be more effective at reducing loneliness than the usual appeals to turn off the television or stop shopping.”