Baba Shiv finds that people who are lonely prefer products that the majority don't prefer — but only in private
As we embark on another holiday season, we're once again deluged by images of groups of happy people socializing. But a large number of us will be facing the biggest shopping period of the year either alone or feeling lonely — an important fact largely overlooked by both consumers and the people who market to them, says Baba Shiv, Sanwa Bank, Limited, Professor of Marketing at the Stanford Graduate School of Business.
This piece originally appeared in Stanford Business Insights from Stanford Graduate School of Business. To receive business ideas and insights from Stanford GSB click here: (To sign up: https://www.gsb.stanford.edu/insights/about/emails)