کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882201 | 911923 | 2013 | 12 صفحه PDF | دانلود رایگان |

Our commentary focuses on the negative pole of Park et al.'s Attachment–Aversion continuum. We argue that the distinction between positively- and negatively-valenced relationships matters, and open opportunities to further our knowledge about what makes a brand relationship “bad.” Two theoretical extensions are offered: (1) additional negativity dimensions beyond brand–self distance including pathology, power, and self- versus brand-focused emotionality; and (2) distinctions between neutrality and variations of emotional ambivalence “in the middle” of the Attachment–Aversion spectrum. Our call is for a science of negative relationships concerning the negative outcomes, processes, states, and attributes of consumers' relationships with brands.
Journal: Journal of Consumer Psychology - Volume 23, Issue 2, April 2013, Pages 253–264