The Role of Attachment Style in Shaping Consumer Preferences for Products Shown in Advertisements that Depict Consensus Claims
研究发现，广告中的共识主张对消费者购买意愿的影响取决于其依恋风格：安全型依恋者更易被说服，而焦虑型依恋者则效果较差。
Consensus claims are often depicted in advertisements. The present research adopts an attachment theory (Bowlby 1969 Bowlby, John (1969), Attachment and Loss, New York, NY: Basic Books. [Google Scholar]) perspective to advance new insights into the effect of consensus claims in advertisements on consumers' purchase likelihood. Results of five studies demonstrate how the effectiveness of consensus claims in ads is circumscribed to specific individuals and that interpersonal attachment style is a key moderator. Specifically, among individuals with secure attachment styles, depicting consensus claims in ads enhances consumers' intentions to purchase the advertised product, but among individuals with anxious attachment styles, consensus claims are a less effective advertising tactic as they result in lower intentions to purchase the advertised product.