The Moderating Effect of Attachment Styles (Anxiety And Avoidance) on Consumer Intention

• Main Authors: Valter Afonso Vieira, Rodrigo Monteiro
• Format: Article
• Language: Portuguese
• Published: Universidade Nove de Julho 2016-12-01
• Series: REMark: Revista Brasileira de Marketing
• Subjects: Attachment; Styles; Closeness; Anxiety; Avoidance.
• Online Access: http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/3436

<!--[if gte mso 9]><xml> <o:OfficeDocumentSettings> <o:TargetScreenSize>800x600</o:TargetScreenSize> </o:OfficeDocumentSettings> </xml><![endif]--> <p class="MsoNormal" style="margin-bottom: .0001pt; text-align: justify; line-height: normal;"><span style="font-size: 10pt; font-family: &quot;Times New Roman&quot;, serif;" lang="EN-US">This paper investigates firm-focused customer attachment styles relationship, rather than general or interpersonal attachment styles. We proposed a theoretical framework and analyzed the customers&rsquo; attachment styles and their moderating effect on happiness, commitment, loyalty, satisfaction and preference for closeness. </span><span style="font-size: 10pt; font-family: &quot;Times New Roman&quot;, serif;" lang="EN-US">In Study 1, we survey clients from main banks in Brazil, who evaluated their relationship with banks. In Study 2, we survey clients from insurance agent broker. 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