“Product attachment and satisfaction:Understanding consumers’ post-purchase

Behavior”

Analysis:This research was conducted by Ruth Mugge, Hendrik N.J. Schifferstein and Jan P.L. Schoormans. The purpose of this research is to understand the post customer product relationship other than the customer satisfaction regarding to that product. In this research they also focus on the emotional bond consumers experience with their product after purchasing it. There are two studies that conducted in this research with photo camera and mobile phone as a stimuli product. In study one there are total 118 subject in which 50 percent are male participant and 50 percent female participants. The subjects were given a scenario to read, that scenario portrayed a male person who owned a camera. Subject were given a questionnaire to fill and in that questionnaire they asked about expected attachment pleasure, satisfaction, as well as product’s appearance.Questionnaire was design with a Likert scale having seven point from 1 strongly disagree to 7 strongly agree. In study two there are total 160 subjects in which 51 percent are male participants and 49 percent female participants. Study two is similar to study one in which scenario was used to control the manipulation determinant of product attachment but in study two the scenario portrayed a female person, who owned a mobile phone.

This research focus on the customer attachment towards the product after they purchase or use that product, and how they feel while using that product. The product attachment may develop the brand loyalty in customers and they do not want to replace a product. The past research that conducted on post purchase behavior mostly focus on the customer satisfaction but in this research they study about the emotional bonding with the product.Form environmental point of view the degree of product attachment may extend the psychological life span of durables. Many people dispose the product that can still be useful only because they lose their attachment with the product or product look old fashioned to them but when the product attachment increase it slow down the product life cycle and which result in decrease in demand of that product because people are become attach to particular product and they do not want to switch or replace the product frequently.

The product attachment is also directly related to memories, whereas satisfaction is not related. When the product associated with memory a person give the symbolic meaning to that product but that symbolic meaning is not directly related with the performance of that product.

The results shows that the product utility and its appearance play a positive role in product attachment and as well as product satisfaction. The product attachment is not related or no effect with the product satisfaction. According to research attachment is different from satisfaction because satisfaction is evaluative judgment of product performance. The result indicated that the gender had no effect on product attachment as well as product satisfaction. The attachment with

the product is higher than the memories associated with the product. The appearance and looks of a product has no relation with product attachment.