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It contains not just the things we love, but also the people we love. That is why when we lose a person or thing that we love we feel that a part of ourselves has been lost, because it has.
In keeping with this, when people want to figure out if they really love something, they often try to imagine how they would feel if it disappeared. The more horrible they anticipate the loss to be, the more sure they are that they truly love that thing. Were there any surprises during your research, results that you have never expected? I was surprised at how broadly applicable brand love is for marketing. Most consumers don't have strong feelings for most brands. When I started doing this research, I assumed it would be relevant for those fairly rare brands that have a really passionate following of consumers.
But I did not think it would be relevant for the majority of brands that don't generate that kind of intense response. What we've learned however, is that even though we normally reserve the word "love" for very strong attachments, at a psychological level the mechanisms that drive love are still operating even when our feelings aren't that strong. So if you're selling toothpaste you don't need consumers to have a burning passionate love for your brand, you just need them to love it a little bit more than they love the competition.
There are certainly big differences in the specific things that people love. There are also big differences in the way people talk about love. For example, in English it's very common for people to say "I love ice cream", but in many languages people simply don't use the word love that way.
However, what I have found is that while people use different words to describe their experiences, the underlying experiences are often pretty similar. Finally, a personal question: Do you know brands yourself which you really love? And if so, what are the causes and reasons?
What is special about these brands? It's a great invention for keeping my pens, business cards, cords, and whatnot organized.
Like most things that people love, it does its job very well. But if that was the end of the story, I wouldn't love it. International Award-Winning Matchmaking Service. More about how we work.
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This is useful for obscuring dating details in cultures where compulsively over-sharing is not the norm.