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Researches on relationship between consumers? attachments and behaviors

Author

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  • Yu Yu-fan

    (School of Economics and Management, East China Jiaotong University, Nanchang, Jiang Xi)

Abstract

The paper aims for studying the relationship between consumers? attachment styles and consumers? behaviors, especially ethical consumption and conformity consumption. Based on combing the previous researches, studies conclude that: “secure attachment” people and their ethical behaviors are most positively related, and “ambivalent attachment” people and their moral behaviors take second. Meanwhile, “avoidant attachment” people and their moral behaviors are most negatively related, and “fearful attachment” people and their ethical behaviors take second. And “secure attachment” people will be easier to be affected by “informational social influence” aiming at obtaining knowledge; however “insecure attachment” people will be easier to be affected by “normative social influence” aiming at obtaining social supports. Of course, those propositions need further empirical research.

Suggested Citation

  • Yu Yu-fan, 2013. "Researches on relationship between consumers? attachments and behaviors," E3 Journal of Business Management and Economics., E3 Journals, vol. 4(6), pages 139-143.
    • Handle: RePEc:etr:series:v:4:y:2013:i:6:p:139-143
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
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