Product attachment and satisfaction:

Understanding consumers post-purchase

Behavior
Analysis:
This research was conducted by Ruth Mugge, Hendrik N.J. Schifferstein and Jan P.L.
Schoormans. The purpose of this research is to understand the post customer product relationship
other than the customer satisfaction regarding to that product. In this research they also focus on
the emotional bond consumers experience with their product after purchasing it. There are two
studies that conducted in this research with photo camera and mobile phone as a stimuli product.
In study one there are total 118 subject in which 50 percent are male participant and 50 percent
female participants. The subjects were given a scenario to read, that scenario portrayed a male
person who owned a camera. Subject were given a questionnaire to fill and in that questionnaire
they asked about expected attachment pleasure, satisfaction, as well as products appearance.
Questionnaire was design with a Likert scale having seven point from 1 strongly disagree to 7
strongly agree.
In study two there are total 160 subjects in which 51 percent are male participants and 49 percent
female participants. Study two is similar to study one in which scenario was used to control the
manipulation determinant of product attachment but in study two the scenario portrayed a female
person, who owned a mobile phone.
This research focus on the customer attachment towards the product after they purchase or use
that product, and how they feel while using that product. The product attachment may develop
the brand loyalty in customers and they do not want to replace a product. The past research that
conducted on post purchase behavior mostly focus on the customer satisfaction but in this
research they study about the emotional bonding with the product.
Form environmental point of view the degree of product attachment may extend the
psychological life span of durables. Many people dispose the product that can still be useful only
because they lose their attachment with the product or product look old fashioned to them but
when the product attachment increase it slow down the product life cycle and which result in
decrease in demand of that product because people are become attach to particular product and
they do not want to switch or replace the product frequently.
The product attachment is also directly related to memories, whereas satisfaction is not related.
When the product associated with memory a person give the symbolic meaning to that product
but that symbolic meaning is not directly related with the performance of that product.
The results shows that the product utility and its appearance play a positive role in product
attachment and as well as product satisfaction. The product attachment is not related or no effect
with the product satisfaction. According to research attachment is different from satisfaction
because satisfaction is evaluative judgment of product performance. The result indicated that the
gender had no effect on product attachment as well as product satisfaction. The attachment with

the product is higher than the memories associated with the product. The appearance and looks
of a product has no relation with product attachment.