• Home
  • Aaron Chaim Ahuvia
Aaron Chaim Ahuvia

Aaron Chaim Ahuvia
University of Michigan-Dearborn College of Business · Marketing

PhD

About

65
Publications
209,816
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
8,034
Citations
Introduction
In 1993 Aaron Ahuvia published the first major scientific study on consumers’ love for products and brands, and since then has become the most widely recognized authority on brand love. He is also an internationally recognized expert on the relationship between income, materialism and happiness.

Publications

Publications (65)
Article
Full-text available
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements ("features") of the consumer prototype of brand lo...
Article
Full-text available
This article uses the life and work of Theodor Geisel (aka Dr. Seuss) to discuss certain aspects of what it means to be a ‘felicitator’, i.e. a person who brings happiness to others. The focus is particularly on his promotion of creativity and social inclusion, and his critique of materialism.
Article
Full-text available
This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative. In the face of social forces pushing toward identity fragmentation, interviews reveal three different strategies, labeled "demarcating," "compromising," and "synthesizing" solutions, for creating a cohere...
Article
Full-text available
Research on income and subjective well-being shows that among the non-poor, increased income has little or no lasting impact on happiness. Yet the desire for more income remains a powerful motive among many people at all income levels. Is this simply because many people are misinformed and believe that higher incomes will make them happier, or are...
Preprint
Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, comic books, furniture and even nature iteself. If you're like most people, at some point in your life you've found yourself indulging in a love affair with some thing that brings you immense joy, comfort, or fulfillment. Why is it that we so often feel intense pa...
Book
An "exciting and engaging" investigation (Jonah Berger) of the secret, tangled emotional relationships people have with things—drawing on cutting-edge findings from the fields of psychology, neuroscience, and marketing. Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, furniture, and even nature itself. If you'r...
Article
Purpose Building meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is crea...
Book
Full-text available
This innovative essay collection explores the personal and civic function of humility from a range of popular and scholarly perspectives. What does humility mean and why does it matter in an age of golden escalators and billionaire entrepreneurs? How can the cultivation of humility empower us to see success in failure, to fight against injustice, t...
Article
Full-text available
Purpose: This research explores the relationship between brand love and materialism. Design/methodology/approach: This research employs two survey studies that examine the relationship between brand love, materialism, and the love of money. In combination, these two studies include over 1,000 participants. Findings: Materialism doesn’t just make...
Article
Users upload >350 million photos per day to Facebook. While considerable research has explored text-based user-generated content on social media, research on photos is still in its early stages. This paper uses a sample of 44,765 Facebook photos from 503 Facebook users in the United States and Germany to determine the degree to which photos play an...
Article
Full-text available
Pride of ownership is explored in a series of depth interviews utilizing a new "surfacing" methodology. Pride of ownership is linked to a brand's or product's ability to help consumers construct five major aspects of identity: cultivating personal taste, achieving nondependence and adulthood, achieving social status, building close relationships, a...
Article
Full-text available
Batra et al. (Journal of Marketing 76,1–16, 2012) created a new conceptu- alization of brand love but did not develop a pragmatically useful measure for studies where questionnaire length is a constraint. The current research develops a more parsimonious brand love scale, with three nested versions of 26, 13, and 6 items, respectively. This researc...
Chapter
Full-text available
Introduction: What Is Happiness? The relationship among wealth, consumption, and happiness is an ancient question, addressed in the early writings of major religions and philosophers. Many religious and philosophical thinkers have argued that money and the things it can buy do not generate happiness, whereas general public has seen things quite dif...
Conference Paper
Research Question Facebook’s 1.44 billion users upload more than 350 million pictures per day. As with textual brand related user-generated content (UGC), these photos are potentially relevant to marketers both because they reflect the thoughts and feelings of the people who posted them, and because they may influence other consumers who see them....
Chapter
Full-text available
In everyday conversation, people frequently talk about ‘loving’ products, brands, and consumption activities such as skiing or eating out at restaurants. Previous studies have found that talk about love is more than a colorful figure of speech (Ahuvia, 1993). There is mounting evidence that consumers use mental schemas and processes such as love no...
Article
Full-text available
This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships. Methodology/approach. This paper presents a conceptual argument based on a literature review. Findings. First, I argue that our pervasive...
Article
A vast number of photos are shared on social media. Every day, an average of more than 350 million photos are uploaded to Facebook alone. These include many photos featuring products and brands. The question for market researchers is: what do these photos say about attitudes and feelings toward brands? Are these brand photos a sign of brand affecti...
Article
Full-text available
Few would deny that happiness arises from a complex interaction of internal and external factors, like optimism on the one hand and money on the other. Yet research, as well as practical strategies for promoting happiness, tends to focus narrowly on one side or the other. A typical study, for instance, might examine the correlation between happines...
Article
Full-text available
We address validity and utility issues raised by the measures of the brand love construct proposed by Batra, Ahuvia, and Bagozzi (2012). Addressing a key limitation of their study -- its reliance on heterogeneity of brands across subjects – we replicate their factor structure for individual pre-specified brands that are less anthropormorphic than t...
Article
Full-text available
Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possibl...
Conference Paper
Research Question Brand love refers to consumers’ love for certain brands and branded products. Batra, Ahuvia, & Bagozzi (2012) found that brand love predicted the managerial variables of brand loyalty, word-of-mouth and resistance to negative brand information, much better than did conventional attitude based measures. Because brand love has a par...
Article
Full-text available
Despite a growing literature on social support networks in religious settings (i.e., church-based social support), little is known about mosque-based support among Muslims. This study investigates the demographic and religious behavior correlates of mosque-based social support among a multi-racial and ethnic sample of 231 young Muslims from southea...
Article
Full-text available
Rossiter (Marketing Lett 23: 905–916, 2012) provides a critique of the brand love measure from Batra et al. (J Marketing 76: 1–16, 2012) and offers a new measure of brand love to be used in its stead. In this reply, we argue that our measure is more consistent with the best available understanding on love and brand love. We also note several seriou...
Article
Full-text available
The research reported here is the first to study the effects of a brand specific scent, on consumer evaluations of a competing brand. An experimental study was conducted two competing brands of skin cream, Nivea and Balea. Nivea is a premium brand with a well known scent, Balea is a popular value priced store brand that does not have a strong scent...
Chapter
Full-text available
When reading the literature on counterfeit branded luxury goods (henceforth counterfeit BLGs) in both the scientific and popular press, one quickly comes across what we will summarize as the conventional wisdom. We do not mean the phrase “conventional wisdom” to have disparaging connotations. On the contrary, this view is widely popular because it...
Chapter
When reading the literature on counterfeit branded luxury goods (henceforth counterfeit BLGs) in both the scientific and popular press, one quickly comes across what we will summarize as the conventional wisdom. We do not mean the phrase “conventional wisdom” to have disparaging connotations. On the contrary, this view is widely popular because it...
Article
Full-text available
This article draws on research from social marketing, psychology, and public opinion to suggest a strategic communications planning process appropriate to this context. It is organized around a case study of Brit Tzedek v'Shalom, an American Jewish organization that successfully built a grassroots movement in support of a negotiated two-state solut...
Article
Full-text available
Ritzer's McDonaldization thesis holds that McDonald's, with its efficiency, calculability, predictability, and control, is a good model for the forces of modern capitalism that structure both production and consumption. This article argues that while McDonaldization represents a particular collection of forces, there also exists a rising countertre...
Article
Full-text available
This article uses the life and work of Theodor Geisel (aka Dr. Seuss) to discuss certain aspects of what it means to be a ‘felicitator’, i.e. a person who brings happiness to others. The focus is particularly on his promotion of creativity and social inclusion, and his critique of materialism.
Article
Full-text available
This paper adds another layer of interpretation to the data of Beverland, Farrelly, and Lim (2007). First, I explore the link between Beverland et al. (2007) and the thought of Martin Buber (1923). Then I argue that some respondents see their dogs through the metaphor of human friendship and others through the metaphor of human parenting. I share B...
Chapter
Full-text available
The question of the relationship between wealth and happiness is an ancient one, addressed in the early writings of major religions and in Greek philosophy. Many religious and philosophical thinkers have argued that money does not buy happiness; whereas the general public have seen things quite differently. Recent empirical work has allowed us to b...
Article
Full-text available
This manuscript compares traditional (AKA quantitative), and Consumer Culture Theory (AKA qualitative), approaches to lifestyle segmentation. We find five key differences: (1) While tradi-tional segmentation aims for brevity, CCT adds more detail; (2) Traditional approaches focus on common brand meanings, whereas CCT examines how meanings differ fo...
Article
Full-text available
http://deepblue.lib.umich.edu/bitstream/2027.42/35350/2/b1698321.0001.001.pdf http://deepblue.lib.umich.edu/bitstream/2027.42/35350/1/b1698321.0001.001.txt
Article
Full-text available
http://deepblue.lib.umich.edu/bitstream/2027.42/35351/2/b169831x.0001.001.pdf http://deepblue.lib.umich.edu/bitstream/2027.42/35351/1/b169831x.0001.001.txt
Article
Full-text available
http://deepblue.lib.umich.edu/bitstream/2027.42/35352/2/b1698291.0001.001.pdf http://deepblue.lib.umich.edu/bitstream/2027.42/35352/1/b1698291.0001.001.txt
Article
Full-text available
Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands th...
Article
Full-text available
The authors investigated the structure of goal contents in a group of 1,854 undergraduates from 15 cultures around the world. Results suggested that the 11 types of goals the authors assessed were consistently organized in a circumplex fashion across the 15 cultures. The circumplex was well described by positioning 2 primary dimensions underlying t...
Article
Full-text available
This research investigates the developmental processes by which consumers become more or less materialistic. It begins with a review of Inglehart's work in this area, and then applies his theories to explain conceptions of materialism developed by Richins and Belk. Inglehart predicts that the subjective experience of economic deprivation and insecu...
Article
Full-text available
This research investigates the developmental processes by which consumers become more or less materialistic. It begins with a review of Inglehart's work in this area, and then applies his theories to explain conceptions of materialism developed by Richins and Belk. Inglehart predicts that the subjective experience of economic deprivation and insecu...
Article
Full-text available
The research agendas of psychologists and economists now have several overlaps, with behavioural economics providing theoretical and experimental study of the relationship between behaviour and choice, and hedonic psychology discussing appropriate measures of outcomes of choice in terms of overall utility or life satisfaction. Here we model the rel...
Article
Full-text available
This theory paper seeks to explain an empirical puzzle presented by past research on the relationship between consumption and subjective well-being (SWB). Research has shown that people in rich countries are, on average, significantly higher in SWB than people in poor countries, which is consistent with a strong link between one's overall level of...
Article
Full-text available
We explored whether values focused on money, image, and popularity are associated with lowered well-being, even in environmental circumstances supportive of such values. To this end, we administered three widely used measures of a materialistic value orientation to 92 business students in Singapore. As expected, those students who had strongly inte...
Article
Full-text available
This paper argues for a subtle but important shift in the way we view content analysis which allows for the introduction of two new variants on this methodology. Previously, content analysis has been seen as a method for quantifying the content of texts. This paper argues that we should view content analysis as a method for counting interpretations...
Article
Full-text available
Comments on B. Schwartz's (see record 2000-13324-008) discussion of excessive personal freedom, autonomy, self-determination, and life satisfaction and meaning. A. Ahuvia expands on Schwartz's discussion of the impact that modern cultures of choice have on psychological well-being. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Article
Full-text available
This article reviews, critiques, and integrates three psychological perspectives on the relationship between wealth and subjective well-being. First, the comparative perspective holds that life satisfaction results from a comparison of one's own financial position to that of some reference group or material norm. Second, the goal attainment perspec...
Article
Full-text available
East Asia is currently the biggest market for luxury and prestige brands from the West. This article examines the cultural factors that lie behind this phenomenon and, based on distinctions between Southeast Asian and Western cultures, explores how the practice of luxury consumption differs in these cultures. As part of this examination, self-conce...
Article
Full-text available
Ahuvia reviews "Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism" by Eva Illouz.
Article
Full-text available
The use of literary theory for the social criticism of advertising is discussed. In particular, an examination is made of what types of claims can be made simply by analyzing an ad itself and what types of social criticism require extrinsic data about how other readers understand the ad or the historical context of its creation. A "doubly integrate...
Article
We examine the role of social support in a service business and its effects on clients' willingness to recommend the service. This study utilized interviews (n − 28) and surveys (n − 92) with clients of a non-profit introductory service assisting singles in finding a lifelong partner. We examined clients' beliefs about marriage, children, singlehoo...
Article
Full-text available
Ahuvia, A.C. and Wong, N.Y. (1995), “Materialism: origins and implications for personal well-being”, in Hansen, F. (Ed.), European Advances in Consumer Research, Association for Consumer Research, Copenhagen.
Article
Full-text available
The growing number of singles has been accompanied by a proliferation of social introduction services including singles ads, video dating, and matchmakers. This paper analyzes these services by their underlying functions in the marriage market. These functions include search for information about eligible others, matching interested singles togethe...
Article
Full-text available
The rapid growth in the number of unmarried Americans has prompted a variety of mediated channels for mate seeking, including videotapes, print ads, computer networks, and human third parties. These innovative services represent a marked shift in the traditional channels for courtship, from informal networks and social gatherings to a mass communic...

Network

Cited By

Projects

Projects (4)
Project
This project looks at how happiness is influenced by the things we love. The things we love (aka "non-interpersonal love") include love of anything other than a person such as brand love, possession love, patriotism, love of God, loved activities, loved places, etc. In some cases loving things is related to materialism, but this depends on what a person loves and why.