In a world of constant connectivity, individuals still report experiencing feelings of loneliness. Loneliness refers to the subjective feeling of social isolation and is an important emotion in consumption situations. This research examines the effect of loneliness on consumer evaluations of advertisements. Specifically, two experiments investigate how individuals experiencing loneliness respond to self versus other message referents in advertising. Findings from both studies demonstrate that individuals experiencing loneliness have more favorable dispositions toward messaging that references the “self” as opposed to messaging that references “others.” Theoretical and managerial implications of findings are discussed.