Using attachment theory to illuminate consumers’ tensions between their sense of self and goal-pursuits in relationships

Liu, Chih-Ling and Hogg, Margaret Kathleen (2018) Using attachment theory to illuminate consumers’ tensions between their sense of self and goal-pursuits in relationships. Journal of Business Research, 92. pp. 197-209. ISSN 0148-2963

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Consumers face tensions in deciding which goal to pursue, who to be and which self to present in daily life. Yet we know little about these tensions consumers experience as they respond to distinct interpersonal contexts (e.g., perceived support, trust, conflict and sense of belongingness). To this end, we explore the consumption deliberations that consumers undertake for self-presenting when faced with varying interpersonal encounters. We used interview data with women aged 19-62 and Rabinovich and Kacen’s (2013) qualitative coding methodology to examine interpersonal patterns of self-presentation. During the data analysis, attachment theory emerged as important in illuminating the tensions participants experienced in pursuing 4 types of goal-pursuit (intimacy, prevention, performance and authenticity) aided by their consumption choices for self-presenting in specific interpersonal contexts. Our findings show intrapsychic and interpersonal influences are not non-interacting entities, but rather need to be studied in conjunction when examining how people create desired social images/identities.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Business Research
Additional Information:
This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 92, 2018 DOI: 10.1016/j.jbusres.2018.07.033
Uncontrolled Keywords:
?? goal-pursuitinterpersonal relationshipinterpersonal contextpersonal adornmenttensionattachment theorymarketing ??
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Deposited On:
30 Jul 2018 10:12
Last Modified:
24 Apr 2024 00:58