'I Love My Jeep, Because It's Tough Like Me', The Effect of Product-Personality Congruence on Product Attachment

Product attachment is defined as the emotional bond a consumer experiences with an object. This study examines the influence of congruity between the personality of a person and the personality of his/her product (i.e., product-personality congruence) on product attachment. Respondents indicated stronger attachments to products that were congruent with the owner’s personality. This suggests that designers can stimulate product attachment by designing a product with a pre-determined personality that matches the personality characteristics shared by the members of the target group.

Related Organizations

Delft University of Technology
Netherlands
Nyenrode Business University
Netherlands

Keywords

product attachment, emotional bonding, self-congruence, product personality

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