Articlegold2020

Towards a Comprehensive Theory of Love: The Quadruple Theory

44 citations0/0 files storedFrontiers in Psychology

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Attachment and Relationship Dynamics Consumer Behavior in Brand Consumption and Identification Emotions and Moral Behavior

Abstract

Scholars across an array of disciplines including social psychologists have been trying to explain the meaning of love for over a century but its polysemous nature has made it difficult to fully understand. In this paper, a quadruple framework of attraction, resonance or connection, trust, and respect are proposed to explain the meaning of love. The framework is used to explain how love grows and dies and to describe brand love, romantic love, and parental love. The synergistic relationship between the factors and how their variations modulate the intensity or levels of love are discussed.

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1987Romantic love conceptualized as an attachment process.1985Trust in close relationships.1977The Making and Breaking of Affectional Bonds 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 1986A triangular theory of love.1993Emotional Contagion

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