Supported by the National Natural Science Foundation of China (approval numbers: 71772108, 71602172), associate professor Wang Xuehua of East China Normal University, researcher Sun Yixia of Zhejiang University, and overseas collaborators jointly proposed to combine the "sense of ritual" consumption in marketing with the sense of loneliness in psychology The combination of theories found that ritual consumption can effectively increase the meaning of life, thereby reducing people's loneliness, and constructed a theoretical model to explain its mechanism of action
In the context of urbanization and global epidemic prevention, loneliness has become one of the key factors affecting healthy life and production efficiency
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