The Influence of Consumer's Happiness Perspective on Brand Personality Preference : Moderating Effects of Attachment Style

2020 ◽  
Vol 23 (2) ◽  
pp. 117-136
Author(s):  
Hye-Kyung Park ◽  
◽  
Tae-Min Kim ◽  
Jong-Ho Huh
2012 ◽  
Vol 1 (1) ◽  
pp. 34 ◽  
Author(s):  
LO Ying Tuan ◽  
Huam Hon Tat ◽  
Ahmad Sharifuddin Shamsuddin ◽  
Amran Md Rasli ◽  
Ahmad Jusoh

The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to be attached to that brand and how they respond to any changes in brand personality. A total of 300 students were surveyed. Their attachment style and their response towards sincere and exciting personality and its brand attachment were assessed. Empirical study shows that anxious attachment style consumer preferred sincere brand personality, tends to be attached with it and did not respond to any changes in brand personality.  Avoidant attachment style people on the other hand have a stronger relationship with the exciting brand personality, are not likely to be attached to it and will respond to changes in brand personality. This study implies that marketers should get to know their targeted market’s attachment style prior coming out with the suitable brand personality.


Author(s):  
Belinda J Liddell ◽  
Gin S Malhi ◽  
Kim L Felmingham ◽  
Miriam Den ◽  
Pritha Das ◽  
...  

Abstract Social attachment systems are disrupted for refugees through trauma and forced displacement. This study tested how the attachment system mitigates neural responses to threat in refugees with PTSD. Refugees with PTSD (N=28) and refugee trauma-exposed controls (N=22) viewed threat-related stimuli primed by attachment cues during fMRI. We examined group differences and the moderating effects of avoidant or anxious attachment style, and grief related to separation from family, on brain activity and connectivity patterns. Separation grief was associated with increased amygdala but decreased ventromedial prefrontal (VMPFC) cortical activity to the attachment prime, and decreased VMPFC and hippocampal activity to attachment primed threat in the PTSD (vs TEC) group. Avoidant attachment style was connected with increased dorsal frontoparietal attention regional activity to attachment prime cues in the PTSD group. Anxious attachment style was associated with reduced left amygdala connectivity with left medial prefrontal regions to attachment primed threat in the PTSD group. Separation grief appears to reduce attachment buffering of threat reactivity in refugees with PTSD, while avoidant and anxious attachment style modulated attentional and prefrontal regulatory mechanisms in PTSD respectively. Considering social attachments in refugees could be important to post-trauma recovery, based within changes in key emotion regulation brain systems.


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