The Psychology of Marketing. - Essay Example

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The Psychology of Marketing.

Several studies have been conducted to identify the base on which to draw ideas regarding attachment as a characteristic of individual-material object relationships. Stacy and Moreau (2006) argue that individuals feel less connected to certain objects than to others. Additional studies requiring participants to list possessions they value according to order of preference deduct that possessions listed topmost form a larger part of the self than the possessions which are lowly listed or not listed at all. It is for this reason that it can be deduced that people have certain possessions that they have a strong attachment towards as compared to others.Another study by Wallendorf and Arnould (1988) on Nigerians and South-western Americans found out that the link between a person and an object can be reflected in the cultural beliefs of the person. Some objects in both communities had been held by individuals as valued possessions. Another social culture study by Csikszentmihalyi and Rochberg-Halton in 1981 on Chicago residents found that male participants had little attachment to household possessions as compared to females.Researchers have proven it true that the possessions each and every person have are linked to them in some way which is why we buy a commodity that will exhibit the needs and/or wants of each person. Many measure other people via what they possess, the house they occupy, the car they drive, among other things; which makes the setting up of particular material goals a common thing all through the lives of people. ...Show more

Summary

This paper is determined to familiarize the reader with attachment as a construct of consumer behaviour. Insights from self-development literature are combined with those of latest studies about the attachment people have with their possessions so as to step up the understanding of attachment…
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