Maryland Smith Research / June 9, 2017

Inhibited About Bowling Alone

Inhibited About Bowling Alone

Companies Win When They Cater to Solo Consumers

Many people feel embarrassed about doing fun activities alone, such as dining out or going to a movie. Yet sociologists report that people today have fewer friends than in the past. New research from Rebecca Ratner at the University of Maryland's Robert H. Smith School of Business explores strategies for marketing to solo consumers.

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