Love It Or Leave It? Diverging From Others Depends on Attachment

Yajin Wang, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
Consumers abandon brands when they are adopted by dissimilar others. What about consumers who have formed a strong attachment to a brand? We find these consumers do not abandon brands, but use other strategies to distance themselves from dissimilar users, including acquiring new and limited edition items from the brand.
[ to cite ]:
Yajin Wang and Deborah Roedder John (2012) ,"Love It Or Leave It? Diverging From Others Depends on Attachment", 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: 826-826.