The Influence of Attachment Anxiety on Attitudes For Ads Related to Interpersonal Goals

Hyewook Genevieve Jeong, UCLA Anderson School of Management, USA
Aimee Drolet, UCLA Anderson School of Management, USA
Researchers have theorized that people with different attachment styles think, feel, and behave differently in a variety of domains. The present research investigated how attachment anxiety influences how consumers process different types of ads, in particular ads that focus on interpersonal versus self goals. Results from a study showed that consumers with higher chronic attachment anxiety had more favorable attitudes towards couple-focused versus self-focused ads. This research provides initial empirical evidence as to the effects of attachment style on persuasion outcomes.
[ to cite ]:
Hyewook Genevieve Jeong and Aimee Drolet (2010) ,"The Influence of Attachment Anxiety on Attitudes For Ads Related to Interpersonal Goals", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 299-303 .