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A meaningful embrace: Contingent effects of embodied cues of affection

Authors
  • Hadi, Rhonda
  • Valenzuela, Ana1, 2, 3, 4
  • 1 University of Oxford
  • 2 Baruch College
  • 3 CUNY
  • 4 Universitat Pompeu Fabra
Type
Published Article
Journal
Journal of Consumer Psychology
Publication Date
Jan 01, 2014
Accepted Date
Feb 07, 2014
Identifiers
DOI: 10.1016/j.jcps.2014.02.001
Source
Elsevier
Keywords
License
Unknown

Abstract

Can a mere gesture lead to intimate product bonding? In this research, we find that affectionate gestures (e.g. hugging, stroking) can serve as routes to object attachment. We suggest that the mere execution of an affectionate gesture can generate emotional attachment, which translates into enhanced product attitudes. However, this effect is contingent on the existence of facilitating conditions via the presence of humanlike characteristics in the target object of the affectionate gesture.

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