I love the product but will you? The role of interpersonal attachment styles in social projection

• Published in: Psychology & marketing Vol. 35; no. 3; pp. 197 - 209
• Main Author: David, Meredith E.
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Periodicals Inc 01.03.2018
• Subjects: Attachment; attachment anxiety; attachment theory; Consumer behavior; counter‐valence attributes; interpersonal attachment styles; social projection

Individuals often have a need to predict the preferences of others (e.g., offering a recommendation, gift giving). In doing so, it is not uncommon that individuals project their attitudes and preferences onto others. Extant consumer research literature related to social projection focuses largely on...