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

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.



Citation:

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 .

Authors

Hyewook Genevieve Jeong, UCLA Anderson School of Management, USA
Aimee Drolet, UCLA Anderson School of Management, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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