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:2/24/2017)... ... February 24, 2017 , ... ... which specializes in thought leadership , media relations, social media, content marketing ... that will be powered through Act-On, an intuitive marketing automation platform. , Rosica ...
(Date:2/23/2017)... Boston, MA (PRWEB) , ... February 23, 2017 ... ... Education and Department of Justice jointly issued a letter to withdraw ... in accordance with their gender identity. The guidance issued in May 2016 by ...
(Date:2/23/2017)... Hill, NC (PRWEB) , ... February 23, 2017 , ... ... Platinum Sponsor for ACPA’s 74th Annual Meeting. KLS is a longtime supporter of ... 2017 as an exhibitor and Platinum Sponsor," said Dr. Bob Havlik, 2017 ACPA President. ...
(Date:2/23/2017)... (PRWEB) , ... February 23, 2017 , ... ... an approved content provider for the National Institute for Health and Care ... social care-related organizations in the National Health Service (NHS) to search, order and ...
(Date:2/23/2017)... (PRWEB) , ... February 23, 2017 , ... ... and uncertainty in clinical trials, today announced that Premier Research, a leading clinical ... solution. , Clinical trials are becoming increasingly complex, due in part to an ...
Breaking Medicine News(10 mins):
(Date:2/23/2017)... Limited, ( ASX: ITD ), an innovative diversified healthcare company, is ... December 2016 compared with the previous corresponding period. A full "Results ... . Highlights Profit after ... Earnings per share of 2.2 cents (Dec 2015: 1.2 cents; up ... 11%) Profit before tax of $2.12m (Dec 2015: ...
(Date:2/23/2017)... Research and Markets has announced the addition of the "Menopause ... ... Drugs Price Analysis and Strategies - 2016, provides drug pricing data and ... questions: What are the key drugs marketed ... Global Menopause market? What are the unit prices and ...
(Date:2/23/2017)... Research and Markets has announced the addition ... 2016" report to their offering. ... The latest research Oesophageal Cancer Drugs Price ... in the global Oesophageal Cancer market. The research answers ... key drugs marketed for Oesophageal Cancer and their clinical attributes? How ...
Breaking Medicine Technology: