Abstract

HENAO CEBALLOS, Paola  and  MUNOZ, Yaromir. Analysis of How People Cope with Love Breakups from Consumer Psychology. Divers.: Perspect. Psicol. [online]. 2021, vol.17, n.2, pp.151-161.  Epub July 01, 2021. ISSN 1794-9998.  https://doi.org/10.15332/22563067.7110.

Consumer psychology allows us to analyze the responses of individuals to various situations. This study aimed to explore the way in which the loneliness generated by love breakups is faced in light of consumer psychology, with a focus on the motivations of individuals to cope with the situation in a non-clinical way and mediated by the dynamics of the consumption of restorative goods or services. The method of the study was qualitative, for which ten in-depth interviews were carried out with seven women and three men, who experienced the effects and consequences associated with love breakups in the past year. The findings show that they resorted to a variety of consumption practices focused on music, support books, sports, and leisure activities, which provided them ways to pass the time, keep the mind active, and have social interactions to have fun and reconnect with friends and family, in a way that allowed them to improve their relationship with themselves in this phase of their lives. It is concluded that the mediation of consumption activities and the rediscovery of social connections are important means to recover from de love breakups. The study has limitations in terms of the number of participants, but it achieves a saturation point in the information obtained.

Keywords : love breakups; loneliness; grief; consumer behavior; attitudes; motivations.

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