I love the product but will you? The role of interpersonal attachment styles in social projection
研究揭示人际依恋风格（特别是依恋焦虑）如何影响个体将自己的态度投射到他人身上的倾向，通过五组实验发现高焦虑者更易考虑产品的正反属性，从而降低社会投射。
Abstract Individuals often have a need to predict the preferences of others (e.g., offering a recommendation, gift giving). In doing so, it is not uncommon that individuals project their attitudes and preferences onto others. Extant consumer research literature related to social projection focuses largely on particular situational variables that influence social projection. The current research adds to a smaller body of consumer research which focuses on specific characteristics of consumers’ selves that may drive an individual's tendency to project his/her attitudes onto others. Specifically, the present paper explores an individual‐level moderator of social projection, namely, interpersonal attachment style. Across five studies, interpersonal attachment style, and attachment anxiety, specifically, is shown to influence social projection. In addition, the mechanism underlying this relationship is demonstrated. The results show that high (vs. low) anxious attachment individuals tend to naturally consider more counter‐valence attributes of a product, that is., liked attributes of a disliked product and disliked attributes of a liked product, and this availability of counter‐valence attributes lowers social projection. Important theoretical and practical implications are discussed.