Product Attachment and Product Lifetime: the Role of Personality Congruity and Fashion

Product attachment is the emotional bond a consumer experiences with a product. This study examines the effect of congruity between the personalities of a person and a product on attachment and product lifetime. A scenario study shows that consumers develop stronger attachments to products with a personality that is congruent to their own. Although product attachment and product lifetime are related, feeling attached to a product with a congruent personality only results in a longer product lifetime for introvert people. Extroverts do not hold on to extrovert products. We propose that fashion moderates the relationship between product attachment and product lifetime.



Citation:

Ruth Mugge, Hendrik N.J. Schifferstein, and Jan P.L. Schoormans (2005) ,"Product Attachment and Product Lifetime: the Role of Personality Congruity and Fashion", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 460-467.

Authors

Ruth Mugge, Delft University of Technology, the Netherlands
Hendrik N.J. Schifferstein, Delft University of Technology, the Netherlands
Jan P.L. Schoormans, Delft University of Technology, the Netherlands



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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