Navigation Links
Filling in the gaps: Personality types lead people to choose certain brands
Date:12/15/2008

Why do Gap brand jeans appeal to people who seek intimacy in relationships? It may be a result of their upbringing. According to a new study in the Journal of Consumer Research, people's relationship styles can affect their brand choices.

In psychology, different relationship styles are known as "attachment styles," and study authors Vanitha Swaminathan, Karen M. Stilley (University of Pittsburgh), and Rohini Ahluwalia (University of Minnesota) explored the ways attachment styles influence brand choices.

"Depending on the nature of the relationship between the infant and caregiver, an individual will develop an attachment style characterized by the following two dimensions: anxiety and avoidance," the authors explain. "The anxiety dimension refers to the extent a person's view of self is positive or negative; whereas the avoidance dimension is based on the extent to which the view of others is positive or negative."

According to the authors, anxiously attached individuals are more influenced by "brand personalities," the idea that a brand possesses humanlike traits, such as sincerity or excitement. "Because of a low view of self, anxious individuals use brands to signal their ideal self-concept to future relationship partners and therefore focus more on the personality of the brand," the authors write.

In several studies, the researchers tested participants to determine their attachment styles. Then they asked about their desires for "sincere" versus "exciting" products. "Anxious individuals who were more avoidant of relationships tended to choose Abercrombie jeans, which were perceived to be more exciting than sincere. In contrast, anxious individuals who seek intimacy in relationships were more likely to pick Gap jeans, which were perceived as more sincere than exciting," the authors write.

"This research points out an interesting but counterintuitive finding: brand personality can be most useful for forging consumer-brand connections with consumers who tend to enjoy such deep connections in the interpersonal context," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. A Different Way of Thinking for a Fulfilling Life: New Book Offers Practical Guidance for Rethinking Happiness and Nurturing Self-Love
2. US FDA Admits Risks of Mercury Dental Fillings, Settles Lawsuit
3. Los Angeles Jewish Home Unveils Auerbach Behavioral Health Center Filling Community Void for Adults Over 55
4. Filling in the Alzheimers Race Gap
5. EPA takes first step in filling nanotech information gaps
6. Amalgam Fillings Dont Affect Childrens Brain Development, Says Study in ADA Journal
7. Amalgam fillings dont affect childrens brain development, says study in ADA Journal
8. Bavarian Nordic Receives $25 Million Milestone Payment From HHS for Fulfilling Contract Milestones
9. New Generation Xcelodose(R)S Precision Drug Powder Micro-filling System Offers 50% Increased Throughput
10. A Patients Right to Know: Silver Fillings are 50% Mercury
11. ADA Calls for Scientifically Accurate Patient Brochure Explaining Filling Choices
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/24/2016)... ... June 24, 2016 , ... A recent article ... are unfamiliar with. The article goes on to state that individuals are now more ... these less common operations such as calf and cheek reduction. The Los Angeles area ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... June 19, ... the dangers associated with chronic pain and the benefits of holistic treatments, Serenity ... who are suffering with Sickle Cell Disease. , Sickle Cell Disease (SCD) is a ...
(Date:6/24/2016)... ... June 24, 2016 , ... ... Scientific Sessions in Dallas that it will receive two significant new grants to ... came as PHA marked its 25th anniversary by recognizing patients, medical professionals and ...
(Date:6/24/2016)... ... June 24, 2016 , ... Dr. Amanda Cheng, an ... Dr. Cheng has extensive experience with all areas of orthodontics, including robotic Suresmile ... orthodontics. , Micro-osteoperforation is a revolutionary adjunct to orthodontic treatment. It can ...
(Date:6/24/2016)... ... 2016 , ... Topical BioMedics, Inc, makers of Topricin and MyPainAway Pain Relief Products, join The ... raise to $12 an hour by 2020 and then adjusting it yearly to increase at ... the minimum wage, assure the wage floor does not erode again, and make future increases ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... ALEXANDRIA, Va. , June 24, 2016 ... a set of recommendations that would allow ... information (HCEI) with entities that make formulary and coverage ... determine the "value" of new medicines. The ... that does not appear on the drug label, a ...
(Date:6/24/2016)... PUNE, India , June 24, 2016 ... "Pen Needles Market by Type (Standard Pen Needles, Safety ... 12mm), Therapy (Insulin, GLP-1, Growth Hormone), Mode of Purchase ... published by MarketsandMarkets, This report studies the market for ... is expected to reach USD 2.81 Billion by 2021 ...
(Date:6/23/2016)... , June 23, 2016  MedSource announced ... as its e-clinical software solution of choice.  This ... best possible value to their clients by offering ... The preferred relationship establishes nowEDC as the EDC ... for MedSource,s full-service clients.  "nowEDC has long been ...
Breaking Medicine Technology: