Attachment Theory : Special Possession

Special Possession Attachment Theory

Betty SaavedraSakib Hussain

IntroductionMaterial possession attachment is a key element of human nature and behavior. Possession attachment has many characteristics; amongst them the main one is commitment to an object.

Attachment ValueValue Distribution

● Utilitarian Value

● Mood Altering Value

● Symbolic Value

Data collecting and coding- Survey- Interview

Demographic information of interview data:Interviewee: 13Car User: 8Computer User: 5Heavy User: 9Moderate User: 4

Coding result and finding

Coding result and finding

SC2 - Reminds of Family and other groups of people UA2 - Has lots of Practical Usefulness

Coding result and findingTime Frame of Usage for Focus group

Consumers who used the product less than 1 year have more Utilitarian value and Symbolic value than Mood altering value.

Consumers who have used it for more than 1 year expressed more about how they feel connected to the product and they shared more moods altering experience and Symbolic value.

The more time they have passed with the product, the more stories were associated with it. Hence, it increased Symbolic value for the consumer.

The more time a person spent with a product, the more he/she were reluctant to get rid of it.

Inter Rater ReliabilityID – SH7, Reference - 3,4. Statement was, “He bought this car from his parents 4 years

ago and using it since then.(4) He shared a story about it as he remembers he went to Yellowstones National park with his parents and had great fun and at the end of the trip on his way back home, his parents agreed to sell this car to him.”

SA2 - reminds him of particular event or places SA3 - which resemble a record of personal History.

ID- SB10, Reference 4. The statement was “He (car) takes me everywhere with no problems”.

UA2- Which referred to has a lot of practical usefulnessUA1- Allows me to be efficient in my daily life or work .

What motivates themWhen we interview our car/laptop consumer we

could notice that they had an enduring involvement.

They seemed motivated by the feelings the car/laptop may give them.

The majority said that the car/laptop will change their mood and this motivated them to keep their car as it was part of their own history.

How are they connected? We can notice that they were connected by their

expressiveness function.

Instrumental importance their car/laptop may become very special to them because they are extremely useful.

Possession attachment has many characteristics, amongst them the main one is commitment to an object.

“When I am sad I just get a ride around the city with music and my mood is a lot better.I love my car. I am always very worried about the change of oil and everything that has

to do with taking care of him. He is very important for me and he has a name, Toby.I eat inside of the car, I have half of my closet in there, and I have my trips with him.”

“I have many stories with him but this day I realized my car has been very loyal to me. I know it may sound silly that a car can be loyal but that is how I see it.”

Key Factors

Key Factors

Loneliness.

Status.

Theory

Memories and enjoyment.

Time was a very important variable.

Conclusion Statement

“Possession attachment increase with Time as a person gets more involved emotionally with the product through memories and usefulness”

Any Question?