Relational Domain Switching: Interpersonal Insecurity Predicts the Strength and Number of Marketplace Relationships
基于依恋理论，研究发现人际不安全感（焦虑或回避型依恋）会促使消费者通过建立更多、更强的品牌关系或服务关系来补偿人际关系的缺失。
ABSTRACT In this paper, the authors test a compensation model of interpersonal and marketplace relationships. Guided by an attachment theory perspective, the authors argue that reflecting on or experiencing insecure interpersonal relationships can induce consumers to seek surrogate relationship partners in the marketplace. This general prediction is supported by results from an experiment and two surveys. Specifically, results show that interpersonally anxious consumers report more and stronger brand relationships. Furthermore, interpersonally avoidant consumers report more and stronger brand relationships, as well as more numerous but weaker service relationships. These studies support the prediction that people employ marketplace solutions to offset deficiencies in their personal relationships. The paper concludes by contextualizing the results within research on loneliness and materialism.