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Inhibited About Bowling Alone
Many people feel embarrassed about doing fun activities alone. Companies that help solo consumers overcome their fears can tap into a vast and growing market.
Jun 09, 2017

Inhibited About Bowling Alone

As Featured In 
Journal of Consumer Research

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.

About the Author(s)

RatnerRebecca

Rebecca Ratner is Associate Dean for Academic Affairs and the Dean's Professor of Marketing at the Robert H. Smith School of Business. She received a Ph.D. in social psychology from Princeton University in 1999, was a visiting scholar at the Wharton School in 1996 – 1997 and a visiting scholar at the Chicago Booth Graduate School of Business in 2004. Prior to her position at Maryland, she was assistant professor and associate professor at the University of North Carolina at Chapel Hill. Ratner has taught courses on marketing management, marketing research, and consumer behavior to MBA students, undergraduate students, and executives.