Can Buy Me Love (17:50)

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.


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.


John L. Lastovicka, Arizona State University, USA
Nancy J. Sirianni, Arizona State University, USA
Danny Kunz, Arizona State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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