孤独是现代人普遍的心理状态。除了对身心健康产生影响外，孤独感还会影响到人们的消费决策，在消费主义盛行的今日，孤独经济也在此背景下悄然兴起。而随着经济的进一步发展，产品类型极大丰富，消费者的选择愈加自由，日益表现出产品偏好上的个体差异。本研究即基于此背景展开，探索孤独感这一社会情绪对于个体产品选择偏好的影响，试图回答两个问题：（1）孤独感程度不同的个体是否在产品选择偏好上也会出现差异？本研究认为孤独感越高的个体，在消费决策表现上会更谨慎和惧怕风险，从而偏好选择能让其有安全感的实用品；（2）孤独感对产品选择偏好影响的内在机制是什么？本研究认为孤独感将会激发个体的预防定向动机，从而在行为选择上表现对实用品的偏好。综上，本研究假设孤独感越高的个体越偏好选择实用品，并且预防定向在其中起到中介作用。

通过2个研究验证假设。研究一通过线上问卷调查初步探究孤独感和产品选择偏好的关系，结果表明孤独感可以显著正向预测个体对实用品的选择偏好。研究二使用在线实验启动被试的孤独感，考察孤独感和产品选择偏好之间的因果关系以及预防定向在其中的作用，结果发现相比低孤独感启动组，高孤独感启动组的个体表现出对实用品更强烈的选择偏好，并且预防定向在二者关系中起到部分中介作用。

本研究创新性地证明了孤独感对产品选择偏好的影响，拓宽了孤独感在消费领域的研究，具有一定的理论意义。同时，研究结果可以为细分人群的定点营销提供参考。

Loneliness is a common psychological state of modern people. In addition to having an impact on physical and mental health, loneliness also affects people's consumption decisions, and the lonely economy is quietly emerging under this background. With the further development of the economy, the types of products are greatly enriched, consumers are more free to choose, and increasingly show individual differences in product preferences. Based on this background, this study explores the impact of loneliness, a social emotion, on individual product selection preferences and attempts to answer two questions: (1) Do individuals with different degrees of loneliness also differ in product selection preferences? This study believes that individuals with higher loneliness will be more cautious and fearful of risk in consumption decision-making performance, and thus prefer to choose practical products that can make them feel safe; (2) What is the internal mechanism of the impact of loneliness on product selection preferences? This study believes that loneliness will motivate individuals to prevention focus, thereby showing a preference for practical goods in behavior choice. In summary, this study assumes that individuals with higher loneliness are more likely to choose physical products, and prevention focus plays an intermediary role.

The hypothesis was verified through 2 studies. The first study explored the relationship between loneliness and product selection preferences through an online questionnaire survey. The results showed that loneliness can significantly predict its preference for physical products. Study 2 used online experiments to initiate the loneliness of the subjects, examining the causal relationship between loneliness and product selection preferences and the role of prevention focus in the results. It was found that compared with the low loneliness startup group, the individual performance in the high loneliness startup group It shows a stronger preference for practical products, and prevention focus plays a partial intermediary role in the relationship between loneliness and product selection preferences.

This study innovatively proves the influence of loneliness on product selection preference, and broadens the research of loneliness in the field of consumption, which has certain theoretical significance. At the same time, the research results can provide reference for the fixed-point marketing of market segments.