Emotional Connections to Objects as Shown through Collecting Behaviour: The Role of Ardour

Abstract

Above and beyond the casual relationships that are present with everyday consumption, collected objects that are consciously and purposely chosen indicate that a relationship exists between individuals and the objects. Drawing on in-depth interviews conducted with collectors who share a strong interest in what could be considered, in a monetary sense, low value objects, this research finds that culture and its presence in society play a strong role on influencing collecting decisions and can determine what objects hold more meaning than others. Compared to a framework consisting of four retro-branding constructs of allegory (brand story), aura (brand essence), arcadia (idealised community), and antinomy (brand paradox) ( Brown et al., 2003 ), data reveal that an additional construct, which is termed ardour, could be added. Ardour greater construes the passion and enthusiasm that collectors feel for a brand, principally because of its relation to their own country, through the symbolism of the designs, and essentially the brand's ethos.

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