CCMS Online Seminar with Aaron AHUVIA, Professor of Marketing at the University of Michigan-Dearborn College of Business

Brand love, Materialism, and "The Bermuda Triangle of Consumer Happiness"

It has long been known that materialism is negatively related to happiness. Recent work has also shown that, not surprisingly, materialism is positively related to brand love. So, one might think that brand love would be negatively related to happiness, forming a balanced triad. However, well replicated (but as of yet unpublished) studies show that in reality there is a positive link between Brand love and happiness thus forming an unbalanced triad. I call this the "Bermuda Triangle of consumer happiness" because it is a triangle and it is a little bit of a mystery. I have been researching this for quite some time. I have developed several theoretical explanations that have failed in empirical testing. But recently, in work with Philipp Rauschnabel and Aric Rindfleisch, we've come a little closer to at least a partial explanation.

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