Featured Research

from universities, journals, and other organizations

Filling In The Gaps: Personality Types Lead People To Choose Certain Brands

Date:
December 16, 2008
Source:
University of Chicago Press Journals
Summary:
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, people's relationship styles can affect their brand choices.

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.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Vanitha Swaminathan, Karen M Stilley, and Rohini Ahluwalia. When Brand Personality Matters: The Moderating Role of Attachment Styles. Journal of Consumer Research, April 2009 DOI: 10.1086/593948

Cite This Page:

University of Chicago Press Journals. "Filling In The Gaps: Personality Types Lead People To Choose Certain Brands." ScienceDaily. ScienceDaily, 16 December 2008. <www.sciencedaily.com/releases/2008/12/081215111437.htm>.
University of Chicago Press Journals. (2008, December 16). Filling In The Gaps: Personality Types Lead People To Choose Certain Brands. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2008/12/081215111437.htm
University of Chicago Press Journals. "Filling In The Gaps: Personality Types Lead People To Choose Certain Brands." ScienceDaily. www.sciencedaily.com/releases/2008/12/081215111437.htm (accessed April 17, 2014).

Share This



More Science & Society News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Thousands Of Vials Of SARS Virus Go Missing

Thousands Of Vials Of SARS Virus Go Missing

Newsy (Apr. 16, 2014) A research institute in Paris somehow misplaced more than 2,000 vials of the deadly SARS virus. Video provided by Newsy
Powered by NewsLook.com
NYPD Ends Muslim Surveillance Program

NYPD Ends Muslim Surveillance Program

AP (Apr. 15, 2014) The New York City Police Department has ended a program that once kept tabs on the city's muslim population. (April 15) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins