I hump my Jeep, because its tough like me, The effect of proceeds-personality congruence on product attachment
Pascalle C.M. Govers [1] (p.govers@nyenrode.nl) Nyenrode University, the Netherlands
Ruth Mugge (r.mugge@io.tudelft.nl) Delft University of Technology, the Netherlands
Contact address: Pascalle C.M. Govers Nyenrode University Center of release Chain Management Straatweg 25 3621 BG Breukelen phone: +31 (0)346 291225 fax: +31 (0)346 291250 email: p.govers@nyenrode.nl
Key conference themes: Design and Memory, Emotion and Design
Biographical notes Pascalle Govers is Assistant Professor Marketing at Nyenrode University, where she teaches explore Methodology and Multivariate Data Analysis. She has a MSc in psychology and her research interests involve the irrational aspects of consumer behaviour, mostly say towards symbolic consumption. Her current research includes the understanding and measurement of product personality.
She developed a scale to assess the personality of long consumer products. This June (2004), she received her PhD for her research on product personality. She presented her research at several international conferences on marketing, personality, and product design, and co-authored a chapter on the role of product appearance in a lately published book on Product Development and Marketing.
Ruth Mugge is a PhD student at Delft University of Technology. After obtaining her Masters breaker point at the Faculty of Industrial Design Engineering in 2001, she started her PhD project on the topic of product attachment. The research purpose of this project is to explain and stimulate the emotional bond a person can experience with his/her product. She...If you want to get a full essay, order it on our website: Ordercustompaper.com
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