Growing With Love: Priming Attachment Security Enhances Exploratory Consumer Behaviors

Yuan-Yuan Li, KU Leuven, Belgium
Sabrina Bruyneel, KU Leuven, Belgium
Luk Warlop, KU Leuven, Belgium
Four studies demonstrated that unobtrusively activating attachment security facilitated exploratory consumer behavior in adults. Participants primed with attachment security sought variety in food choices (Study 1) and preferred financially risky options (Study 2 & 3). The effect was driven by optimism towards the environment and feelings of security (Study 4).
[ to cite ]:
Yuan-Yuan Li, Sabrina Bruyneel, and Luk Warlop (2012) ,"Growing With Love: Priming Attachment Security Enhances Exploratory Consumer Behaviors ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 759-760.