A meaningful embrace: Contingent effects of embodied cues of affection

Journal of Consumer Psychology · 2014 · Volume 24 · Issue 4

DOI: 10.1016/j.jcps.2014.02.001

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.

Keywords

Embodiment, Contextual implication model, Intimacy, Attachment, Product attitudes

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