Artículos de reflexión o Ensayos
La relación entre el vínculo afectivo del consumidor con la marca y el sentimiento de soledad entre los jóvenes universitarios de la ciudad de Bogotá
Authors
Ignacio Taboso Ballesteros
Uniagustiniana
,
Esta investigación tiene como objetivo hallar la relación entre el sentimiento de soledad de los universitarios de Bogotá y el vínculo afectivo del consumidor con la marca, con base en la teoría del apego. Se trata de una investigación cuantitativa de un alcance correlacional, en el cual se identificó la relación entre ambos términos y diferentes públicos. Se estableció una muestra de 150 encuestados, se hizo un análisis paramétrico y no paramétrico y se utilizó en coeficiente de correlación de Spearman. Finalmente, se descubrió que tal relación existe en cuanto a una correlación negativa, es decir, cuanto mayor es el sentimiento de soledad, mayor es el vínculo afectivo y viceversa.
Keywords:
Vínculo afectivo, marca,, teoría del apego, comportamiento del consumidor, marketing
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Bowlby, J. (1979). The Making and Breaking of Affectional Bonds. London: Tavistock
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Bulut, H., Hisar, F. y Demir, S. (2010). Evaluation of mentorship programme in nursing education: A pilot study in Turkey. Nurse Education Today, 30, pp.756-762.
Byng-Hall, J. (1995). Creating a secure family base: some implications of attachment theory for family therapy. Family Process, 34, pp. 45-58.
Cacioppo, J. y Patrick, W. (2008). Loneliness: Human nature and the need for human connection. New York: Norton.
Cassidy, J. y Shaver, P. (2008). Handbook of attachment: theory, research and clinical applications. New York: Guilford.
Cotterell, J. (2007). Social Networks in youth and adolescence. New York: Routledge.
DiTommaso, E. y Spinner, B. (1993). The development and initial validation of the Social and Emotional Loneliness Scale for Adults (SELSA). Personality and Individual Differences, 14(1), pp. 127-134.
DiTommaso, E. y Spinner, B. (1997). Social and emotional loneliness: a reexamination of Weiss typology of loneliness. Personality and Individual Differences, 22(3), pp. 417-427.
Duck, S., Pond, K. y Leatham, G. (1994). Loneliness and the evaluation of relational events. Journal of Social and Personal Relationships, 11, pp. 253-276.
Fournier, S. y Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), pp. 451-472.
Fournier, S., y Richins, M. L. (1991). Some theoretical and popular notions concerning materialism. Journal of Social Behavior & Personality, 6(6), pp. 403-414.
Frias, M., Shaver, P., Mikulincer, M. (2015). Measures of adult attachment and related constructs. Measures of Personality and Social Psychological Constructs, pp. 417-447.
Griffin, J. (2010). The Lonely Society? London: Mental Health Foundation.
Hammerslough, J. (2001). Dematerializing: Taming the power of possessions. Cambridge: Perseus Publishing.
Hazan, C. y Shaver, P. (1990). Love and work: An attachment-theoretical perspective. Journal of Personality and Social Psychology, 59, pp. 270-280.
Hirschman, E. C. (1994). Consumers and their animal companions. Journal of Consumer Research, 20, (61).
Kasser, T. (2002). The high price of materialism. Cambridge: MIT Press
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Lane, R. (2000). The loss of happiness in market democracies. New Haven: Yale University Press.
Le Roux, A. y Connors, J. (2001). A cross-cultural study into loneliness amongst university students. South African Journal of Psychology, 31, pp. 46-57.
Lele, D. (2008). The influence of individual personality and attachment styles on romantic relationships. A cross-cultural study into loneliness amongst university students. South African Journal of Psychology, 31, pp. 46-57.
Mikulincer, M. y Shaver, P. (2008). Can’t buy me love: An attachment perspective on social support and money as psychological buffers. Psychological Inquiry, 19 (3), pp. 167-73.
Mikulincer, M., Shaver, P. y Pereg, D. (2003). Attachment theory and affect regulation: The dynamics, develepment and cognitive consequences of attachment-related strategies. Motivation and Emotion, 27, pp. 77-102.
Moran, J., Lecannelier, A. y Rodríguez, J. (2014). Estudio de validación de un cuestionario de apego ansioso. Revista Chilena de Pediatría, 85(4), pp. 437-442.
Norris, I., Lambert, N., Fincham, F. (2012). Can’t buy me love?: Anxious attachment and materialistic values. Personality and Individual Differences, 53, pp. 666-669.
Offe, C. (2007). Contradicciones en el estado de bienestar. Madrid: Alianza Editorial.
Pamukçu, B. y Meydan, B. (2010). Procedia social and behavioral sciences, 5, pp. 905-909.
Perlman, D. y Peplau, L. A. (1982). Perspectives on loneliness. En L. A. Peplau y D. Perlman (Eds.), Loneliness: A sourcebook of current theory, research and therapy. New York: Wiley-Interscience.
Pieters, R. (2013). Bidirectional dynamics of materialism and loneliness: not just a vicious cycle. Journal of Consumer Research, 40, pp. 615-631.
Powers, S., Pietromonaco, P., Gunlicks, M. y Sayer, A. (2006). Dating couples attachment styles and patterns of cortisol reactivity and recovery in response to a relationship conflict. Journal of Personality and Social Psychology, 90(4), pp. 613-28.
Russell, D., Cutrona, C. E., Rose, J. y Yurko, K. (1984). Social and emotional loneliness: an examination of Weiss’s typology of loneliness. Journal of Personality and Social Psychology, 46(6), pp. 1313-1321.
Russell, D., Peplau, L. A., y Cutrona, C. E. (1980). The revised UCLA Loneliness Scale: Concurrent and discriminant validity evidence. Journal of Personality and Social Psychology, 39(3), pp. 472-480. http://dx.doi.org/10.1037/0022-3514.39.3.472
Ryan, R y Deci, E. (2000), Intrinsic and extrinsic motivations: classic definitions and new directions. Contemporary Educational Psychology, 25(1), pp. 54-67.
Santrock, J. W. (1993). Adolescence. An introduction. Wisconsin: Brown and Benmarck Pub.
Schmidt, N. y Sermat, V. (1983). Measuring loneliness in different relationships. Journal of Personality and Social Psychology, 44(5), pp. 1038-1047.
Schouten, J. W. y McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22.
Schwartz, B. (2000). The cost of living: how market freedom erodes the best things in life. New York: Norton.
Simpson, J., Rholes, W. y Phillips, D. (1996). Conflict in close relationship: An Attachment Perspective. Journal of Personality and Social Psychology, 71(5), pp. 899-914.
Spinner, B., y Byers, E. S. (1986). Loneliness and social support in married and unmarried individuals. Presented at the Annual Convention of the Canadian Psychological Association. Toronto, Canada
Sümer, N. y Güngör, D. (1999). Çocuk Yetitirme Stillerinin Balanma Stilleri, Benlik Deerlendirmeleri ve Yakn likiler Üzerindeki Etkisi. Türk Psikoloji Dergisi, 14(44), pp. 35-58.
Thomson, M., MacInnis, D. y Park, W. (2005). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), pp. 77-91.
Ünal, G., y Bilge, A. (2005). Leri ya grubunda yalnÕzlÕk, depresyon ve kognitif fonksiyonlar Õn incelenmesi. Turkish Journal of Geriatrics, 8(2), pp. 89-93.
Valdés, N. (2002). Consideraciones acerca de los estilos de apego y su repercusión en la práctica clínica. Revista Terapia Psicológica. 20, pp. 139-149.
Van Boven, L. y Gilovich, T. (2003). To do or to have? That is the question. Journal of Personality and Social Psychology, 85(6), pp. 1193-1202.
Van Boven, L., Campbell, M. y Gilovich, T. (2010). Stigmatizing materialism: On stereotypes and impressions of materialistic and experiential pursuits. Personality and Social Psychology Bulletin, 36(4), pp. 551-63.
Vaux, A. (1988). Social and emotional loneliness: The role of social and personal characteristics. Personality and Social Psychology Bulletin, 14, pp. 722-734.
Weiss, R. S. (1973). Reflections on the present state of loneliness research. Journal of Social Behavior and Personality, 2(2, Pt 2), pp. 1-16.
Wuthnow, R. (1994). God and Mammon in America. New York: Free Press.
Zhou, X. y Gao, D. (2008). Social support and money as pain management mechanisms. Psychological Inquiry, 19(3-4), pp. 127-44.
Ainsworth, M., Blehar, M., Waters, E., Wall, S. (1978). Patterns of attachment. Erlbaum: Hillsdale, N. J.
Bauman, Z. (2005). Amor líquido. Acerca de la fragilidad de los vínculos humanos. Madrid: Fondo de Cultura Económica.
Bauman, Z. (2007). Vida de consumo. México: Fondo de Cultura Económica.
Baumeister, R. F., Y Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), pp. 497-529. http://dx.doi.org/10.1037/0033-2909.117.3.497
Berry, K., Barrowclough, C. y Wearden, A. (2008). Attachment theory: A framework for understanding symptoms and interpersonal relationships in psychosis. Behaviour Research and Therapy, 46, pp. 1275-1282.
Bowlby, J. (1969). Separation: Anxiety y anger of attachment and loss. London: Hogard Press.
Bowlby, J. (1979). The Making and Breaking of Affectional Bonds. London: Tavistock
Bowlby, J. (1982). Attachment and Loss, vol. 1. Attachment (2nd Ed.). New York: Basic Books (Original Work Published 1969).
Brennan, K. A., Clark, C. L. y Shaver, P. R. (1998). Self-report measurement of adult romantic attachment: An integrative overview. In J. A. Simpson y W. S. Rholes (Eds.), Attachment theory and close relationships (pp. 46-76). New York: Guilford Press.
Bulut, H., Hisar, F. y Demir, S. (2010). Evaluation of mentorship programme in nursing education: A pilot study in Turkey. Nurse Education Today, 30, pp.756-762.
Byng-Hall, J. (1995). Creating a secure family base: some implications of attachment theory for family therapy. Family Process, 34, pp. 45-58.
Cacioppo, J. y Patrick, W. (2008). Loneliness: Human nature and the need for human connection. New York: Norton.
Cassidy, J. y Shaver, P. (2008). Handbook of attachment: theory, research and clinical applications. New York: Guilford.
Cotterell, J. (2007). Social Networks in youth and adolescence. New York: Routledge.
DiTommaso, E. y Spinner, B. (1993). The development and initial validation of the Social and Emotional Loneliness Scale for Adults (SELSA). Personality and Individual Differences, 14(1), pp. 127-134.
DiTommaso, E. y Spinner, B. (1997). Social and emotional loneliness: a reexamination of Weiss typology of loneliness. Personality and Individual Differences, 22(3), pp. 417-427.
Duck, S., Pond, K. y Leatham, G. (1994). Loneliness and the evaluation of relational events. Journal of Social and Personal Relationships, 11, pp. 253-276.
Fournier, S. y Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), pp. 451-472.
Fournier, S., y Richins, M. L. (1991). Some theoretical and popular notions concerning materialism. Journal of Social Behavior & Personality, 6(6), pp. 403-414.
Frias, M., Shaver, P., Mikulincer, M. (2015). Measures of adult attachment and related constructs. Measures of Personality and Social Psychological Constructs, pp. 417-447.
Griffin, J. (2010). The Lonely Society? London: Mental Health Foundation.
Hammerslough, J. (2001). Dematerializing: Taming the power of possessions. Cambridge: Perseus Publishing.
Hazan, C. y Shaver, P. (1990). Love and work: An attachment-theoretical perspective. Journal of Personality and Social Psychology, 59, pp. 270-280.
Hirschman, E. C. (1994). Consumers and their animal companions. Journal of Consumer Research, 20, (61).
Kasser, T. (2002). The high price of materialism. Cambridge: MIT Press
Kasser, T., Ryan, R. M., Couchman, C. E. y Sheldon, K. M. (2004). Materialistic values: Their causes and consequences. En T. Kasser, A. D. Kanner, T. Kasser y A. D. Kanner (Eds.), Psychology and consumer culture: The struggle for a good life in a materialistic world, (pp. 11-28). Washington, D. C.: American Psychological Association.
Kraus, L. A., Davis, M. H., Bazzini, D. G., Church, M. y Kirchman, C. M. (1993). Personal and social influences on loneliness: The mediating effect of social provisions. Social Psychology Quarterly, 56, pp. 37-53.
Lane, R. (2000). The loss of happiness in market democracies. New Haven: Yale University Press.
Le Roux, A. y Connors, J. (2001). A cross-cultural study into loneliness amongst university students. South African Journal of Psychology, 31, pp. 46-57.
Lele, D. (2008). The influence of individual personality and attachment styles on romantic relationships. A cross-cultural study into loneliness amongst university students. South African Journal of Psychology, 31, pp. 46-57.
Mikulincer, M. y Shaver, P. (2008). Can’t buy me love: An attachment perspective on social support and money as psychological buffers. Psychological Inquiry, 19 (3), pp. 167-73.
Mikulincer, M., Shaver, P. y Pereg, D. (2003). Attachment theory and affect regulation: The dynamics, develepment and cognitive consequences of attachment-related strategies. Motivation and Emotion, 27, pp. 77-102.
Moran, J., Lecannelier, A. y Rodríguez, J. (2014). Estudio de validación de un cuestionario de apego ansioso. Revista Chilena de Pediatría, 85(4), pp. 437-442.
Norris, I., Lambert, N., Fincham, F. (2012). Can’t buy me love?: Anxious attachment and materialistic values. Personality and Individual Differences, 53, pp. 666-669.
Offe, C. (2007). Contradicciones en el estado de bienestar. Madrid: Alianza Editorial.
Pamukçu, B. y Meydan, B. (2010). Procedia social and behavioral sciences, 5, pp. 905-909.
Perlman, D. y Peplau, L. A. (1982). Perspectives on loneliness. En L. A. Peplau y D. Perlman (Eds.), Loneliness: A sourcebook of current theory, research and therapy. New York: Wiley-Interscience.
Pieters, R. (2013). Bidirectional dynamics of materialism and loneliness: not just a vicious cycle. Journal of Consumer Research, 40, pp. 615-631.
Powers, S., Pietromonaco, P., Gunlicks, M. y Sayer, A. (2006). Dating couples attachment styles and patterns of cortisol reactivity and recovery in response to a relationship conflict. Journal of Personality and Social Psychology, 90(4), pp. 613-28.
Russell, D., Cutrona, C. E., Rose, J. y Yurko, K. (1984). Social and emotional loneliness: an examination of Weiss’s typology of loneliness. Journal of Personality and Social Psychology, 46(6), pp. 1313-1321.
Russell, D., Peplau, L. A., y Cutrona, C. E. (1980). The revised UCLA Loneliness Scale: Concurrent and discriminant validity evidence. Journal of Personality and Social Psychology, 39(3), pp. 472-480. http://dx.doi.org/10.1037/0022-3514.39.3.472
Ryan, R y Deci, E. (2000), Intrinsic and extrinsic motivations: classic definitions and new directions. Contemporary Educational Psychology, 25(1), pp. 54-67.
Santrock, J. W. (1993). Adolescence. An introduction. Wisconsin: Brown and Benmarck Pub.
Schmidt, N. y Sermat, V. (1983). Measuring loneliness in different relationships. Journal of Personality and Social Psychology, 44(5), pp. 1038-1047.
Schouten, J. W. y McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22.
Schwartz, B. (2000). The cost of living: how market freedom erodes the best things in life. New York: Norton.
Simpson, J., Rholes, W. y Phillips, D. (1996). Conflict in close relationship: An Attachment Perspective. Journal of Personality and Social Psychology, 71(5), pp. 899-914.
Spinner, B., y Byers, E. S. (1986). Loneliness and social support in married and unmarried individuals. Presented at the Annual Convention of the Canadian Psychological Association. Toronto, Canada
Sümer, N. y Güngör, D. (1999). Çocuk Yetitirme Stillerinin Balanma Stilleri, Benlik Deerlendirmeleri ve Yakn likiler Üzerindeki Etkisi. Türk Psikoloji Dergisi, 14(44), pp. 35-58.
Thomson, M., MacInnis, D. y Park, W. (2005). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), pp. 77-91.
Ünal, G., y Bilge, A. (2005). Leri ya grubunda yalnÕzlÕk, depresyon ve kognitif fonksiyonlar Õn incelenmesi. Turkish Journal of Geriatrics, 8(2), pp. 89-93.
Valdés, N. (2002). Consideraciones acerca de los estilos de apego y su repercusión en la práctica clínica. Revista Terapia Psicológica. 20, pp. 139-149.
Van Boven, L. y Gilovich, T. (2003). To do or to have? That is the question. Journal of Personality and Social Psychology, 85(6), pp. 1193-1202.
Van Boven, L., Campbell, M. y Gilovich, T. (2010). Stigmatizing materialism: On stereotypes and impressions of materialistic and experiential pursuits. Personality and Social Psychology Bulletin, 36(4), pp. 551-63.
Vaux, A. (1988). Social and emotional loneliness: The role of social and personal characteristics. Personality and Social Psychology Bulletin, 14, pp. 722-734.
Weiss, R. S. (1973). Reflections on the present state of loneliness research. Journal of Social Behavior and Personality, 2(2, Pt 2), pp. 1-16.
Wuthnow, R. (1994). God and Mammon in America. New York: Free Press.
Zhou, X. y Gao, D. (2008). Social support and money as pain management mechanisms. Psychological Inquiry, 19(3-4), pp. 127-44.
La relación entre el vínculo afectivo del consumidor con la marca y el sentimiento de soledad entre los jóvenes universitarios de la ciudad de Bogotá. (2020). Agustiniana Revista académica, 11, 7-21. https://revistas.uniagustiniana.edu.co/index.php/agustiniana/article/view/29
Issue
Published
2020-03-08
How to Cite
La relación entre el vínculo afectivo del consumidor con la marca y el sentimiento de soledad entre los jóvenes universitarios de la ciudad de Bogotá. (2020). Agustiniana Revista académica, 11, 7-21. https://revistas.uniagustiniana.edu.co/index.php/agustiniana/article/view/29
Author Biography
Ignacio Taboso Ballesteros, Uniagustiniana
Docente e investigador en Marketing y Comportamiento del Consumidor. Comunicador Social por la Universidad San Pablo CEU (España). Especialista y magíster en Psicología del Consumidor por la Fundación Universitaria San Pablo CEU.
