Failing in love with a product: The structure of a romantic consumer-product relationship
BRAND COMMUNITY; CONSUMPTION; ATTACHMENT; CULTURE; STYLES; Business
Consumers often say they are "in 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.
Advances in Consumer Research, Volume Xxxi
"Failing in love with a product: The structure of a romantic consumer-product relationship" (2004). Faculty Bibliography 2000s. 4883.