Why Consumers Help Others Who Resemble Their Attachment Figures – An Attachment Account

2016/06/08 hits:2576

Date: June 8, 2016

Time: 9:30-12:00

Venue: Room 719, Business School Building

Speaker: Xingbo Li, assistant professor of marketing at the University of Louisville, USA


About Speaker

Xingbo Li is an assistant professor of marketing at the University of Louisville, USA. Xingbo graduated from the University of Washington in 2015 with a PhD in business administration. He conducts research in the area of consumer behavior. His research focuses on examining the emotional and cultural factors that underlie consumers' brand evaluations. His research has been published in the Journal of Consumer Research and Marketing Letters. He teaches marketing courses to undergraduate students at the University of Louisville, including marketing research and internet marketing. Xingbo is an alumnus of Nankai University, where he obtained his bachelors in economics. 


The current research suggests that consumers’ relationship with their romantic partners may affect their willingness to help disadvantaged individuals as well as their evaluations of socially responsible companies that help disadvantaged individuals. Across six experiments, consumers with high (vs. low) situational or chronic attachment anxiety are more likely to help disadvantaged individuals and respond more positively toward companies that help disadvantaged individuals, as long as the disadvantaged individuals are similar (vs. dissimilar) to consumers’ romantic partners. This effect is driven by consumers’ attachment needs, but not their needs to belong, or mood maintenance motive.