the love emotion vs. the love relationship
TRANSCRIPT
SCHOOL OFMANAGEMENT
1
THE BRAND LOVE RELATIONSHIPITS NATURE AND CONSEQUENCES
Aaron Ahuvia UM-Dearborn College of Business
UM Art & Design
Rajeev Batra
Richard BagozziUM Ross
© 2008, Aaron C. Ahuvia
The love emotion vs. the love relationship
The love emotion
The love relationship system
© 2008, Aaron C. Ahuvia
Love and the duck test
Tacit knowledge and prototype definitions The love prototype provides
a list of the elements the together form the love system.
Not all elements of the system need to be present in every case of love.
Data collection
• 18 interviews approximately 2 hours each, with students including both traditional and older returning students.
• Respondents discussed brands and branded products of their own choosing in various categories (consumer electronics, clothing, etc) or meeting specific criteria (e.g. a brand or product they have used for a long time).
• Respondents chose brands and products that they loved or which came as close to love as possible.
© 2008, Aaron C. Ahuvia
Surfacing tacit knowledge
• Do – use the prototype for it’s normal purposes
• Categorizing
• Ranking
• Watch – respondents introspect on their thought process as they perform these tasks
• Tell – respondents share their introspective observations with the interviewer
© 2008, Aaron C. Ahuvia
A grounded theory approach
• Responses are coded
• Based on the explicit or implicit reasoning of the respondent, and conceptual plausibility as determined by the research, relationships are noted between constructs
• Interviews are reviewed so that all relationships have multiple sources of support and no instances of contradiction
• Relationships between constructs are input into Atlas ti which is used to produce graphics
© 2008, Aaron C. Ahuvia
Full grounded theory model of brand love
© 2008, Aaron C. Ahuvia
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Not love-materialistic
Sooth~
Shallow
Global: Negative~
Sacred experience
Service~
Head loyalty
Relat ionshipmetaphor
Functional
Benefits: Many~
Emotions: Lowarrousal
Group~
Higher order needs
Deep~
Synthetic solut ion Intensity ofrelationship orexperience: Low
Miss: False
Sacrif ice~
Comfortable~
Price-high: worth it~
Unique: False~
Hedonist icPrice-low: negativecheap
Attract ion/Desire~
Intensity ofrelat ionship orexperience: HighFit~
Invest:$
Expression of self :authentic~
Quality: TInvest: Time~
Miss~
Connects to lifeevents
Attachment~
Jealousy
Invest: Effort~
Long term: true
Intrinsic~
Brand Love
Think~
Price-high:negative~
Bored with item
Good for you: true
Loyalty
Good for you: false
Emotions: negative
trust Global: positive~
Attribute:Pos~
Extrinsic benefits~
Loves brand~
Invested
Frustration
Attribute:Negative~
Connects toperson~
Importance
One dimensional
Expression of self :inauthentic
Just funct ional~
Attitude: Posit ive~
Emotions: positive
Benefit~
Expertice
Loves brand: False
Public image
Part of life~
Long term: false
Unique~
Emotions: Higharrousal
Price-low: bargain
Part of self
Love at f irst sight
Hand loyalty
Loved brands are great!
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Functional
Benefits: Many~
Quality: T
Brand Love
Good for you: true
Loyalty
trust
Global: posit ive~
Attribute:Pos~Extrinsic benefits~
Importance
Benefit~
Price-low: bargain
Intrinsic~
Emotions: posit ive
© 2008, Aaron C. Ahuvia
Love is deep
© 2008, Aaron C. Ahuvia
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Higher order needs
Brand Love
Connects toperson~ Deep~ Shallow
Hedonistic
Just functional~Not love-materialistic One dimensional
We are what we love and we love what we are
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Group~Synthetic solution
Invest:$
Expression of self:authentic~
Invest: Time~
Connects to lifeevents
Attachment~
Invest: Effort~
Brand Love
Think~
Loyalty
Invested ExperticePublic image
Part of self
© 2008, Aaron C. Ahuvia
Attraction and natural fit
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Attraction/Desire~
Emotions: Higharrousal
Fit~
Part of self Love at f irst sight
Brand Love
Expression of self:authentic~
© 2008, Aaron C. Ahuvia
Part of life
© 2008, Aaron C. Ahuvia
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Intensity ofrelationship orexperience: High
Connects to lifeevents
Long term: true
Part of life~ Part of selfAttachment~
Head loyaltyHand loyaltyBored with item
Loyalty
Brand Love
Miss if lost
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Part of life~
Unique~
Sacrif ice~Attachment~
Miss~
Brand Love
Higher order needs
Benefit~
Part of self
© 2008, Aaron C. Ahuvia
© 2008, Aaron C. Ahuvia
Love is magnetismLove is what we call the psychological system that underlies:
Intrinsic attraction,
Intrinsic loyalty,
while not excluding extrinsic instrumental concerns
Love is fundamentally about finding someone/something so desirable we want to make them part of who we are.