The Moderating Effect of Attachment Styles (Anxiety And Avoidance) on Consumer Intention

Abstract

This paper investigates firm-focused customer attachment styles relationship, rather than general or interpersonal attachment styles. We proposed a theoretical framework and analyzed the customers attachment styles and their moderating effect on happiness, commitment, loyalty, satisfaction and preference for closeness. In Study 1, we survey clients from main banks in Brazil, who evaluated their relationship with banks. In Study 2, we survey clients from insurance agent broker. The results showed that the anxiety avoidance interaction had negative association with switching intention. Second, the outcomes suggested that the anxiety avoidance interaction attenuates the main effect of all marketing variables on repurchase intention and switching intention, creating a three-way interaction.

Factors Impacting Consumers’ Purchase Intention in Influencer Marketing: Impacts and Antecedents of Parasocial Interaction

“…Bunun yanı sıra bağlanma kavramı pazarlama alanında da incelenmiş; kişilerin bağlanma biçimlerinin ve bu doğrultuda kurdukları ilişkilerin tüketim alanında nasıl etkilere yol açtığı araştırılmıştır (David vd., 2020). Pazarlama literatüründe tüketicilerin bağlanma tarzlarının; ürün bağlılığı (David vd., 2021;Lee &Hood, 2021;Mugge vd., 2010;Schifferstein &Pelgrim, 2008), satın alma niyeti (Vieira & Monteiro, 2016), kendini ödüllendirme davranışı (self gifting) (Rippé vd., 2019), marka bağlılığı (Japutra vd., 2018), markayla kurulan ilişkiler (Paulssen & Bagozzi, 2008;Whelan & Dawar, 2016), istifleme bozukluğu (Hoarding disorder) (David vd., 2021;Mathes vd., 2020), ürün bağlılığı (tüketicilerin cep telefonuna olan bağlılığı) (Konok vd., 2016) ve risk alma eğilimi (Li vd., 2019) ile ilişkilendirilerek incelendiği dikkat çekmektedir. Öte yandan tüketici davranışı alanında bağlanma tarzları ve parasosyal etkileşimi bir arada ele alan çalışmalar; bireylerin bağlanma tarzlarının kurdukları parasosyal etkileşimi de etkileyeceğine işaret etmektedir (Ballantine & Martin, 2005;Cohen, 1997Cohen, -2004Cole & Leets,1999).…”

The Negative Side of Brand Attachment in Producing Negative Consumer Behavior

“…High levels of anxiety and avoidance from consumers reduce customers' intention to be close to their bank (Vieira et al, 2016). Attachment style predicts blame attributions after a product-loss crisis (Whelan and Dawar, 2016).…”

“…This study uses attachment style anxiety and attachment style avoidance as moderating variables. Anxious attachment style to consumers is described as being afraid to build a relationship with a brand because they are scared of not being treated well in terms of service, meeting their needs, and fear that brands are not happy to have consumers like them (Vieira et al, 2016). In contrast, people with avoidance attachment style are characterized by distrust of others and tend to ignore others, so they have a high level of independence and need less support from others because they think that other people will not provide support when they are necessary (Mikulincer and Shaver, 2012).…”