Can Buy Me Love (17:50)

John L. Lastovicka, Arizona State University, USA
Nancy J. Sirianni, Arizona State University, USA
Danny Kunz, Arizona State University, USA
This video-graphy portrays exhibitors of classic cars, muscle cars, and hotrods at public car shows in Arizona. Whereas Fournier popularized the relationship metaphor in consumer research, our auto-enthusiast informants reveal deeper and more intimate relationships than previously reported. We show how these auto-enthusiast consumers have animated their automobiles as partners in -- as what Sternberg defines as – a consummate loving relationship. Consummate loving relationships exhibit three component of love, namely: passion, intimacy and commitment. This video-graphy reports on the behaviors, emotions and words of consumers who manifest these three components of love with respect to their beloved cars.
[ to cite ]:
John L. Lastovicka, Nancy J. Sirianni, and Danny Kunz (2009) ,"Can Buy Me Love (17:50)", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 801-801.