Title

Failing in love with a product: The structure of a romantic consumer-product relationship

Authors

Authors

Y. O. Whang; J. Allen; N. Sahoury;H. T. Zhang

Comments

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Keywords

BRAND COMMUNITY; CONSUMPTION; ATTACHMENT; CULTURE; STYLES; Business

Abstract

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.

Journal Title

Advances in Consumer Research, Volume Xxxi

Volume

31

Publication Date

1-1-2004

Document Type

Article

Language

English

First Page

320

Last Page

327

WOS Identifier

WOS:000225920700136

ISSN

0098-9258; 0-915552-53-1

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