Journal of Consumer Research · 2013 · 208 citations · 82 references
Place attachment is a strong emotional bond with a location, yet research has largely ignored commercial settings, which are often viewed as too insipid to evoke attachment, though consumer research indicates otherwise. The authors investigate how people develop, experience, and act on place attachment in commercial settings. They theorize the findings using a gift‑economy perspective, identifying a tripartite exchange among the consumer, the place proprietor, and selected members of the consumer’s social network. In France, consumer interviews show that place attachment in commercial settings develops through familiarity, authenticity, and security, evolving into a sense of homeyness that prompts volunteering, over‑reciprocation, and ambassadorship, which the authors explain through the proposed gift‑economy framework.
Place attachment is one's strong emotional bond with a specific location. While there are numerous studies on the topic, the literature pays little attention to commercial settings. This is because they are seen as too insipid to rouse attachment. Consumer research, however, suggests otherwise. To address this disparity, the authors investigate how people develop, experience, and act on place attachment in commercial settings. Findings from consumer in-depth interviews and self-reports conducted in France reveal that place attachment develops through perceptions of familiarity, authenticity, and security and evolves into experiences of homeyness. Consumers find these encounters of homeyness extraordinary and respond by engaging in volunteering, over-reciprocation, and ambassadorship toward the place. The authors further theorize these findings through a gift economy perspective and identify a tripartite exchange between the consumer, the proprietor of the place, and selected people from the consumer's social network.
82