A Meaningful Embrace: Contingent Effects of Embodied Cues of Affection
Speaker
![Ana Valenzuela](/fileadmin/_processed_/b/b/csm_Ana-Valenzuela_83c1125c57.jpg)
Ana Valenzuela
Department of Economics and Business,
Universitat Pompeu Fabra
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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 human-like characteristics in the target object of the affectionate gesture.
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Information
- Type
- Research Seminar
- Programme
- Marketing
- Date
- Mon. 23 Jun. 2014
- Time
- 12:00 - 13:30
- Location
- Mandeville Building T03-06
Contact
![Nailya Ordabayeva](/fileadmin/_processed_/1/5/csm_ed5ac0e0db0cf6d3b56d53470ebe9946-nailya-ordabayeva-photo_b7624a2473.png)
Rotterdam School of Management (RSM),
Erasmus University Rotterdam
Coordinator
![Nailya Ordabayeva](/fileadmin/_processed_/1/5/csm_ed5ac0e0db0cf6d3b56d53470ebe9946-nailya-ordabayeva-photo_b7624a2473.png)
Rotterdam School of Management (RSM),
Erasmus University Rotterdam
Related events
Mon. 8 Jul. 2024
Research Seminar
Automation, Career Values, and Political Preferences (in cooperation with Maria Petrova, Gregor Schubert and Bledi Taska)
Pinar Yildirim
(University of Pennsylvania)