A study conducted at the USC Marshall School of Business found that attachment to brands like the iPod “can even be strong enough to induce separation anxiety when… replaced” by another brand, according to the university’s press release.
To test their hypothesis, researchers used three completely different consumer products, and one of them was the Apple iPod. Attachment to some brands can be so strong that “consumers are willing to sacrifice time, money, energy and reputation to maintain their attachment to that brand.”
The researchers determined that “the greater the attachment, the greater sacrifices a consumer will make to connect with or remain connected to the brand.”
To determine brand attachment to the iPod, researchers asked subjects the following questions:
“To what extent is iPod part of you and who you are?”
“To what extent do you feel personally connected to the iPod?”
“To what extent are your thoughts and feelings toward iPod often automatic, coming to mind seemingly on their own?”
“To what extent do your thoughts and feelings toward iPod come to your naturally and instantly?”
“To what extent would you be distressed if the iPod was discontinued?”
“To what extent is it difficult to imagine life without the iPod?”
Personally, I think it’s absurd to be this attached to an iPod, given that I have an iPhone 4.
Here’s the study report in PDF format.
