Product attachment and product lifetime: the role of personality congruity and fashion

Product attachment is the emotional bond a consumer experiences with a product. This study examines the effect of congruity between the personalities of a person and a product on attachment and product lifetime. A scenario study shows that consumers develop stronger attachments to products with a personality that is congruent to their own. Although product attachment and product lifetime are related, feeling attached to a product with a congruent personality only results in a longer product lifetime for introvert people. Extroverts do not hold on to extrovert products. We propose that fashion moderates the relationship between product attachment and product lifetime