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'I Love My Jeep, Because It's Tough Like Me', The Effect of Product-Personality Congruence on Product Attachment

Pascalle C.M. Govers , Ruth Mugge

Product attachment is defined as the emotional bond a consumer experiences with an object. This study examines the influence of congruity between the personality of a person and the personality of his/her product (i.e., product-personality congruence) on product attachment. Respondents indicated stronger attachments to products that were congruent with the owner?s personality. This suggests that designers can stimulate product attachment by designing a product with a pre-determined personality that matches the personality characteristics shared by the members of the target group.


Product attachment, emotional bonding, product personality, self-congruence