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Can you love a car like a person?

Some people do, and some also love their computers and their guns.

By Karen Datko Dec 28, 2010 5:22PM

This post comes from Sara Huffman at partner site


We all know people who seem so attached to their car, they spend all their free time working on it, all their extra money buying accessories for it, and even call it by a pet name.

If it seems like those people are in love with their car, they might actually be.


According to a new study in the Journal of Consumer Research, when it comes to possessions like cars, computers, bicycles, and even firearms, many owners exhibit love-like emotions.


Researchers John Lastovicka of Arizona State University and Nancy Sirianni of Texas Christian University visited five car shows in Arizona and conducted in-depth interviews with car enthusiasts -- men and women, ages 19 to 68. 


Emotional attachment

They found that love-smitten consumers were more likely to use pet names than brand names when describing their cars and that some people even seemed to use their attachment to cars to remedy pain and disappointment in their romantic lives.

"Material possession relationships may reduce the negative consequences of social isolation and loneliness, and can contribute to consumer well-being, especially when considered relative to less desirable alternative responses like substance abuse, delinquency, and the side effects of antidepressant medications," the authors wrote.


The researchers found various combinations of passion, intimacy and commitment in consumers' relationships.

"Consumers felt a passion, or a relentless drive to be with their beloved possession, and this often manifested in gazing at and caressing their cars, and even some love-at-first-sight purchase decisions," they wrote.


Nurturing relationships

People nurture relationships with their beloved possessions, investing time and money into improving them and becoming fluent in understanding their details.

"We found love-smitten consumers spent six times more on accessories and enhancements for their prized guns than firearm owners who did not demonstrate passion, intimacy, or commitment toward their guns," the study said. 


These findings could come in handy for companies that sell accessories and services such as cleaning, enhancements and repairs.


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