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.
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.
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
E - European Advances in Consumer Research Volume 7 | 2005
No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior
Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences
P10. Omission Bias in the Gain vs. Loss Domain
Jen H. Park, Stanford University, USA
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas