Eventi del

9 2015 12:45 - 14:00
Via Roentgen, 1  4th floor room E4.SR03

A Meaningful Embrace: Contingent Effects of Embodied Cues of Affection

Ana Valenzuela (Zicklin School of Business, Baruch College)

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.