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The Psychology of Marketing
Pages 8 (2008 words)
Abstract It is nothing new to say that consumers have a number of objects to which they are either weakly or strongly attached (Wuyts and Geyskens, 2005). The principal pending revelation is what the attachment that exists is and where it comes from. This paper is determined to familiarize the reader with attachment as a construct of consumer behaviour.
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 (Prentice, 1987). 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 (Wuyts and Geyskens, 2005). ...
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