Falling in Love With a Product: the Structure of a Romantic Consumer-Product Relationship

ABSTRACT - Consumers often say they are Ain love with a product or brand,@ but what does being in love with a product really mean? Do consumers actually find themselves in a romantic product relationship that resembles a love relationship with another person? To address this question, a sample of male bikers (n=179) was surveyed with an instrument used in psychology to study different styles of interpersonal love. Findings suggest that bikers’ love toward their motorcycles resembles an interpersonal love that is passionate, possessive and selfless in nature. Only the passion component of interpersonal love had an impact on loyalty to their bikes.



Citation:

Yun-Oh Whang, Jeff Allen, Niquelle Sahoury, and Haitao Zhang (2004) ,"Falling in Love With a Product: the Structure of a Romantic Consumer-Product Relationship", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 320-327.

Authors

Yun-Oh Whang, University of Central Florida
Jeff Allen, University of Central Florida
Niquelle Sahoury, University of Central Florida
Haitao Zhang, University of Central Florida



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

Divorcing the Market

Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics

Read More

Featured

Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.