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Loneliness is very pervasive today: “at any given moment,there are around 20% of people who feel sufficiently isolated to experience loneliness”.Previous researches on the topic of loneliness mainly focused on its influence on people’s physical and psychological health,but only recently has research begun to shed light on consumption behavior.Drawing on the theory of attachment and loneliness,we examine the effect of loneliness on individuals’ conspicuous consumption.The findings are as follows: (1) Loneliness and romantic relationship status interactively affect conspicuous consumption.Specially,for the single,loneliness has a positive effect on conspicuous consumption; for the non-single,there is no significant effect of loneliness on conspicuous consumption (study 1 and study 2); (2) mate seeking motive mediates the interaction effect of loneliness and romantic relationship status on conspicuous consumption and materialism is ruled out as an alternative interpretation for the interaction effect (study 3); and (3) study 4 tested the moderation effect of different consumption domains (conspicuous versus inconspicuous goods),such that the interaction effect of loneliness and romantic relationship status was replicated for the conspicuous brand sports shoes,but was eliminated for the inconspicuous insoles.