Anxious and status signaling : Examining the link between attachment style and status consumption and the mediating role of materialistic values

Abstract

Attachment theory has recently been recognized as a potentially fruitful avenue for studying consumer behavior. However, few studies have examined the relationship between attachment styles and consumer preferences. Based on literature suggesting that individuals with an anxious attachment style have a particularly strong need for attention, we conducted two studies with a total sample of over 2000 participants, which tested and found that anxiously attached consumers displayed a higher propensity to purchase status-signaling goods than their counterparts with secure attachment styles. This effect was mediated by materialistic values, such that participants with an anxious attachment style reported the highest materialistic values. Additionally, we found mixed evidence for the relationship between an avoidant attachment style, materialism, and status consumption. Together, these findings highlight the importance of attachment theory in the study of status consumption and offer potential implications for research on social status and related research areas.