Article2014

A meaningful embrace: Contingent effects of embodied cues of affection

35 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Innovative Human-Technology Interaction AI in Service Interactions

Abstract

Abstract Can a mere gesture lead to intimate product bonding? In this research, we find that affectionate gestures (e.g. hugging, stroking) can serve as routes to object attachment. We suggest that the mere execution of an affectionate gesture can generate emotional attachment, which translates into enhanced product attitudes. However, this effect is contingent on the existence of facilitating conditions via the presence of humanlike characteristics in the target object of the affectionate gesture.

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References

2008Social psychology: handbook of basic principles 1980The revised UCLA Loneliness Scale: Concurrent and discriminant validity evidence.1997Dimensions of Brand Personality 1997Social psychology: handbook of basic principles 2004A Short Scale for Measuring Loneliness in Large Surveys 2007On seeing human: A three-factor theory of anthropomorphism.1997Dimensions of Brand Personality 1977The Making and Breaking of Affectional Bonds

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