Love without heartache: Consumers share a deep relationship with material possession to escape loneliness

I know a friend who is in LOVE with his car. If he could he could sleep and eat in (with) it. Is he unconsciously in a relationship with his car? I wonder what his girlfriend thinks about this. In a study published in Journal of Consumer Research: “Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love”, the authors look at our relationship with non-living things and possible reasons for it.

While exploring the relationship human’s share with their cars, the authors visited five car shows and interviewed car enthusiasts about their car. The most far-reaching of their conclusions is that people who love their car do it essentially because they’re lonely. The authors find that love-smitten consumers nurture their beloved possessions, in part, by buying complementary products and services. However, what’s fascinating about the study is the finding that material possession love is empirically tied to loneliness and social affiliation deficits and such relationships play an important role in consumer wellbeing.

According to me, this relationship that we share with our car, house or maybe our smartphone can be seen both as positive and negative. It is positive behavior because it might prevent people from indulging in alcohol and drugs as a way to escape loneliness, or prevent other abnormal behavior. On the other hand, it might seem as materialistic, too dependent on tangible objects and make us anti-social.

What do you think about material love?? Do you think its abnormal or a healthy way to express ones emotions without getting hurt??

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Teddy

Content Writer

With a background in consumer research and psychology, Atul has a passion for anything dealing with human behavior. Evolutionary theorist at heart, he likes to examine consumers from a survival point of view.

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About Teddy
With a background in consumer research and psychology, Atul has a passion for anything dealing with human behavior. Evolutionary theorist at heart, he likes to examine consumers from a survival point of view.

5 Comments on Love without heartache: Consumers share a deep relationship with material possession to escape loneliness

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