The consumer psychology of customer–brand relationships: Extending the AA Relationship model

The Attachment–Aversion (AA) Relationship model offers a unifying model of customer–brand relationships. To develop it further as a relevant consumer-psychology model, future research should examine three key factors: how brand perception differs from person perceptions; what role brand experiences play as determinants of customer–brand relationships, and how the AA Relationship model fits with other brand frameworks. The author offers insights and suggestions on how to address these three tasks.     

Broadening (and narrowing) the scope of brand relationships

The Attachment–Aversion Relationship Model proposed by Park, Eisingerich, and Park represents the latest in a series of attempts to expand, refine, and validate the increasingly popular concept of brand relationships. We find much value in the effort. We suggest, however, that researchers should avoid indiscriminate use of the term and focus on identifying the unique contribution that the notion of brand relationships can make to theory and practice. We also note how the present model could be expanded to achieve this objective.     

Pleasant hostility: Disidentified consumers' emotional and behavioral reactions to a brand crisis

This research explores how consumers react in a crisis situation that happens to a brand with which they disidentify. Consumer–brand disidentification (CBD) is a state of self‐categorization regarding the separation from and rejection of a brand. It predestines individuals to move away from and go against the misbehaving company because the failure of the object of disidentification provides a perfect opportunity for them to validate their identity. We argue that disidentification is closely related not only to a person's propensity to behave but also to feel in a specific way. Surveys data were collected in the United States and Germany to answer the research question regarding the role of emotions in the relationship between CBD and consumers' intention to demonstrate brand‐opposition behavior. Volkswagen, which experienced a crisis related to its manipulation of emission tests, served as the brand stimulus. The results show that CBD can stimulate hostile emotions and schadenfreude, which can function as mediators of the influence of disidentification on brand opposition (negative word‐of‐mouth, brand avoidance, punishing the brand). This research contributes to the growing body of research on the “dark side” of consumer‐brand relationships and its perils for brands. It also enhances understanding of the role of emotions in (dis)identification and social identity research and widens the scholarship on emotions in crises. Managerial implications include to thoroughly consider trade‐offs of creating a strong and unique brand that may give rise to disidentification; monitoring negative voices, especially online; and differentiating disidentified consumers from other types of opposing stakeholders.     

The rosy side and the blue side of emotional brand attachment

This paper examines the rosy side (positive emotion) and the blue side (negative emotion) of brand attachment in consumer–brand relationships and their distinct motivational triggers. Adopting attachment theory, self‐determination theory, and the relationship investment model, this paper provides a richer understanding of the positivity and negativity of emotional brand attachment in terms of consequential branding outcomes. Two hierarchical constructs—autonomous and controlled motivations—are proposed and examined using partial least squares path modelling. Data were collected through a 3‐stage survey to gain 507 samples of customers' brand attachments to 9 international car brands. This research reveals that customers' positive‐side (rosy‐side) emotional brand attachments are driven by autonomous motivations including satisfying the intrinsic motivation of pursuing pleasure and fulfilling needs for self‐determination and self‐congruence in the car brand consumption context. Customers' negative‐side (blue‐side) emotional brand attachment reflects feelings of separation distress, anxiety, and sadness that are triggered by their controlled motivations in car brand consumption contexts. The results indicate that positive emotions (the rosy side) of brand attachment are a more effective predictor of brand repurchasing intentions and word‐of‐mouth behaviours than are negative emotions (the blue side) of brand attachment. This study applies Deci and Ryan's autonomous and controlled motivations to explain the positivity and negativity of consumers' emotional brand attachment in brand–consumer relationships.     

“Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing,content creation,and reviews”

Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer‐driven content creation (e.g., Coca‐Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users' values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self‐enhancement, openness to change and self‐transcendence) are significant drivers of valuable brand‐related social media activities. Companies should address conservation‐driven users in order to elicit brand sharing and creation activities. Companies should target conservation‐driven users for sharing promotions, self‐enhancement‐driven users for sharing informational content and writing of product reviews, and openness to change‐driven users for user‐generated content. Bussinesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users' self‐transcendence values and brand activities. Recommendations are provided on how brandscan address users' values in their social media marketing to motivate sharing of branded content and content creation.     

Consumers' attributions and brand evaluations in product‐harm crises: The role of implicit theories of personality

This study aims to examine the moderating role of implicit theories of personality in the relationship between corporate recovery strategy (i.e., support versus stonewalling) and consumers' attributions (and brand evaluations). It is suggested that consumers' implicit theories about the fixedness/malleability of personality can affect consumers' attributions and brand evaluations during a product‐harm crisis. In addition, corporate image (i.e., strong versus weak) can moderate the influence of the role of implicit theories of personality. Two experiments were conducted to examine the proposed hypotheses. Results of Experiment 1 show that consumers who endorse entity theory (i.e., entity theorists) are likely to attribute crisis as more internal, stable, and controllable, particularly when they do not have any prior knowledge about the firm. The entity theorists would have more negative brand evaluations than incremental theorists (who endorse incremental theory), when “support” strategy was used by the firm. Results of Experiment 2 show that entity theorists are prone to have more external (internal) and unstable (stable) attributions toward a firm with a strong (weak) corporate image. Furthermore, entity theorists would provide more positive brand evaluations than incremental theorists when “stonewalling” strategy was used by a firm with strong corporate image, but not when “support” strategy was used by a firm with weak corporate image. Managerial implications are provided to managers with regard to product‐harm crisis and recovery strategies. Copyright © 2015 John Wiley & Sons, Ltd.     

“Brands as Intentional Agents”: Questions and extensions

The notion that consumers' relationships with brands can be characterized in ways that resemble their relationships with people is gaining considerable ground in the areas of consumer behavior and branding. Kervyn, Fiske and Malone's “Brands as Intentional Agents” offers additional support for this basic proposition. The authors argue that the ability to translate research on human social interaction relationships with brand relationships provides useful insights into brand positioning and brand communications. This author, while raising a few general questions about the SCM and BIAF models, identifies additional research questions in the consumer behavior and branding domains that might be informed by the basic components of the SCM model.     

Attachment–aversion (AA) model of customer–brand relationships

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.     

消费者对犯错品牌评价的时间打折效应及其影响因素

通过研究品牌犯错的时间打折效应,本文试图探讨潜在消费者（未购买者）对犯错品牌评价的心理倾向。实验1研究发现,随着品牌犯错事件时间距离的延伸,消费者对身体性危害-品牌犯错的评价不会改善,即没有出现时间打折效应,而对功能性危害-品牌犯错的评价则逐渐提高,从而表现出时间打折效应。但实验2研究进一步发现,随着品牌犯错事件相关性的增强,功能性危害-品牌犯错的时间打折效应也消失。结论：潜在消费者对犯错品牌评价的心理倾向表现为“消费者防御”,并且身体性危害-品牌犯错启动的消费者防御要强于功能性危害。     

The adult attachment interview and self‐reports of romantic attachment: Associations across domains and methods

Two lines of research on adult attachment have emerged; both are based on Bowlby and Ainsworth's attachment theory, which in turn relies on evolutionary theory. Investigators in one tradition use the Adult Attachment Interview (AAI) to assess “state of mind with respect to attachment.” The AAI has been validated primarily by its ability to predict the attachment classification of an interviewee's child in Ainsworth's “strange situation.” Investigators in the second tradition use self‐report measures to assess romantic “attachment style.” The self‐report measures have been validated by their ability to predict features of romantic/marital relationships. Although the two constructs. state of mind and romantic attachment, are importantly different and so would not be expected to relate highly, some of their components, especially ability to depend on attachment figures, should be related if both stem from a person's attachment history. We report associations between components, or aspects, of the two measures. Overlap occurs mainly in the areas of comfort depending on attachment figures and comfort serving as an attachment figure for others. Implications of the findings for attachment theory and research, as well as for evolutionary psychology, are discussed.     

Mothers who are securely attached in pregnancy show more attuned infant mirroring 7 months postpartum

This study contrasted two forms of mother–infant mirroring: the mother's imitation of the infant's facial, gestural, or vocal behavior (i.e., “direct mirroring”) and the mother's ostensive verbalization of the infant's internal state, marked as distinct from the infant's own experience (i.e., “intention mirroring”). Fifty mothers completed the Adult Attachment Interview (Dynamic Maturational Model) during the third trimester of pregnancy. Mothers returned with their infants 7 months postpartum and completed a modified still-face procedure. While direct mirroring did not distinguish between secure and insecure/dismissing mothers, secure mothers were observed to engage in intention mirroring more than twice as frequently as did insecure/dismissing mothers. Infants of the two mother groups also demonstrated differences, with infants of secure mothers directing their attention toward their mothers at a higher frequency than did infants of insecure/dismissing mothers. The findings underscore marked and ostensive verbalization as a distinguishing feature of secure mothers’ well-attuned, affect-mirroring communication with their infants.     

Factor structure of the Child Attachment Interview

The aim of this study was to specify and test the factor structure of the Child Attachment Interview (CAI), by means of confirmatory factor analysis (CFA). The CFA provides a continuous measure of attachment, and also an examination of the construct validity of this continuous approach. Analyses included 150 children aged 9–13, recruited from schools in Norway. The one factor-model “Security–Dismissal”, as well as a model including the supplementary factor “Preoccupation–Idealization”, fitted the data well. Individuals' scores based on these factors converged with the categorical attachment classifications, but added more information about individual differences within categories. The findings support the construct validity of this continuous approach to the CAI.     

Parental capacities for triadic relationships during pregnancy: Early predictors of children's behavioral and representational functioning at preschool age

This study examines associations between parental capacities for triadic (mother–father–child) relationships, assessed prenatally, and the representational and behavioral functioning of their offspring at preschool age. Thirty‐eight parental couples were given an intensive psychodynamic interview during their first pregnancy to assess how they anticipated their future parenthood and their relationships as threesomes (mother–father–child). The capacity for triadic relationships (“triadic capacity”) was defined as the capacity of fathers and mothers to anticipate their family relationships without excluding either themselves or their partners from the relationship with the infant. Four years later, the representational and behavioral functioning of their children were assessed in depth using child narrative interviews and parental behavior ratings. The coherence of the children's narratives and the number of positive themes they expressed were significantly negatively correlated with the number of behavioral problems. In the longitudinal analyses, there were significant positive correlations between the parental triadic capacities and the coherence/number of positive themes in the children's narratives whereas parental triadic capacities showed a significant negative correlation with the number of the children's externalizing problems. The significance of triadic relational family processes for the development of children's representational world and behavioral functioning is discussed. ©2005 Michigan Association for Infant Mental Health.     

Original brands and counterfeit brands—do they have anything in common?

• Consumer decisions to purchase fakes instead of originals has developed into a major concern for brand manufacturers worldwide. This research looks at the customers' understanding of the key concepts “original brand” and “counterfeit brand.” Using the theory of social representations helped to gain rich insight into the consumers' perception of counterfeit brands in the light of their counterpart original brands, to determine the main differences and similarities, and to identify core aspects and relative evaluations of these two concepts. Taken collectively, the results indicate that, based on single associations, respondents' mental maps of the two concepts do not overlap. It seems that they have a clear picture of what they get with the purchase of original brands versus counterfeits. Although similar attributes to evaluate “original brand” and “counterfeit brand” were used (quality and price), they contribute differently to the nature of the concepts. The benefits of both categories are strongly related to consumers' norms prevalent in their social environment.

Copyright © 2008 John Wiley & Sons, Ltd.     

Breaking up is Hard to do,Especially for Strongly “Preoccupied” Lovers

Abstract

Is a relationship breakup harder on certain people? To address this question, the present study investigated the relationship of individuals’ attachment styles to various reported aspects of a relationship's dissolution: initiation of the breakup, emotional reactions to the breakup, reasons for the breakup, and experiences and perceptions following the breakup. One hundred nineteen undergraduates completed an extensive questionnaire concerning a past romantic relationship that had broken up. Feeney, Noller, and Hanrahan's (1994) Attachment Style Questionnaire (ASQ) provided continous measures for five attachment styles or “attitudes”: confidence, discomfort with closeness, need for approval, preoccupation with relationships, and relationships as secondary. Principal-components analyses served to derive criterion indexes from the breakup questionnarie measures, which were individually regressed on the five ASQ scales. As predicted form attachment theory, respondents scoring high on preoccupation with relationships (reflcting anxious/ambivalent attachment) showed distinctive responses to the relationship breakup, in contrast to those scoring high on other attachment styles. Specifically, those strongly preoccupied with relationships reported (a) that their partner was unhappy in the relationship and had initiated the breakup, (b) having experienced difficulty adjusting to the breakup and felling it had been a mistake, and (c) more negative emotion and less positive emotion following the breakup. Implications of these findings are discussed     

Dyadic synchrony in parent–child interactions: A link with maternal representations of attachment relationships

The study examined the relation between maternal representations of attachment relationships from childhood and current parent–child interactions with their own preschool aged children. Thirty-six mother–child dyads were recruited from a community sample. The Adult Attachment Interview was converted into a questionnaire (AAIQ) and used to classify mothers as either “secure” or “insecure.” The mother–child dyads then engaged in a 20-min, videotaped play interaction task. The quality of maternal representations of attachment relationships was related to the degree of dyadic synchrony, as well as maternal affect and style of relating. Secure mothers and their children engaged in a more fluid, synchronous process of give-and-take than insecure mothers and their children. In addition, secure mothers expressed more warmth and affection, and their style of relating was less intrusive and more encouraging of child autonomy than insecure mothers. Children of secure mothers sought closer contact and were more compliant than children of insecure mothers. These interaction patterns were uniquely related to maternal representations of attachment, independent of maternal age, education and SES. There were no differences in these patterns of relating between mothers who had experienced loving relationships in childhood (continuous secure) and mothers who had come to terms with unloving and painful childhood relationships (earned secure). Therefore, rather than the quality of childhood histories, it was the manner in which these early experiences were mentally organized and integrated in adulthood that was significantly related to current parent–child interaction patterns. Finally, these differences in parent–child interaction patterns that were apparent on the observational measure were in contrast to information obtained from a maternal self-report measure. © 1997 Michigan Association for Infant Mental Health     

Promoting a Brand's Emotion Benefits: The Influence of Emotion Categorization Processes on Consumer Evaluations

Research in psychology has demonstrated that people have a shared knowledge of emotion categories. Building on this research and our understanding of categorization processes, this article proposes a mechanism by which consumers utilize information about a brand's “emotion benefits” in forming attitudes. The results of 2 experimental studies show that (a) consumers’ processing of a brand's emotion benefit information is consistent with categorization processes such that emotion category congruity effects are large in basic—versus subordinate—level conditions, (b) associating a brand with certain emotions can influence brand and ad attitudes without necessarily eliciting emotions during exposure to advertising, (c) emotion category congruity “works” through attitude‐toward‐the‐ad and emotion benefit beliefs in influencing brand attitudes, and (d) subjective product category knowledge moderates the strength of these effects. Taken together, these results explicate the process by which a knowledge‐based consideration of a brand's emotional benefits can influence consumers’ beliefs about the brand and brand attitudes.     

The Psychophysiology of Social Action: Facial Electromyographic Responses to Stigmatized Groups Predict Antidiscrimination Action

We introduced facial electromyography as a tool for predicting advantaged group members' engagement in antidiscrimination action on behalf of a disadvantaged outgroup. Heterosexual men's corrugator supercilii (brow “frowning” muscles) activity while viewing videos of male–male and male–female couples interacting was measured. Corrugator (negative affect) response to male–male versus male–female targets, but not self-reported attitudes toward gay men, predicted number of flyers calling for action to reduce antigay violence and discrimination that participants privately took to distribute. Our discreet behavioral measure mirrored real-life collective action possibilities such as voting against laws prohibiting same-sex marriage in the privacy of one's voting booth.     

Fathers,daughters, and self-objectification: Does bonding style matter?

As women are exposed to objectification and the “male gaze,” they self-objectify, which predicts negative psychological outcomes. Given the centrality of the “male gaze,” positive father/child relationships may have a buffering effect. In this study, women (N = 447) completed a survey measuring paternal bonding (care and overprotection), self-objectification, negative eating attitudes, and depression. Women were categorized into four groups based on bonding style. Analyses indicated an interaction such that women who reported high care and low overprotection reported the fewest negative eating attitudes. A path model was tested for each group. The fit of the high care/high overprotection group's model significantly differed from that of the high care/low overprotection group. The relationships between body surveillance and shame as well as between shame and negative eating attitudes were stronger in the former group. These findings suggest that caring but overprotective fathers may exacerbate the negative effects of body surveillance and shame.