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First, product personality was investigated as a means to influence this self-expression. Product personality is defined as the profile of personality characteristics that people use to describe a specific product variant and discriminate it from others (Govers 2004). By making decisions regarding the products shape, material, color, sound, texture, and interaction, designers can create a product with a certain personality that consumers can recognize (Govers, Hekkert, and Schoormans 2002; Jordan 2002). For example, a Volkswagen Beetle has a happy and friendly personality (see Figure 1). The findings of our research showed that consumers bond more strongly with products that have a personality congruent to their own personality, because these products enable them to communicate their individuality (Govers and Mugge 2004). However, a second study on watches suggested that feeling attached to a product with a congruent personality does not necessarily lead to a long-term relationship with such a product (Mugge, Schifferstein, and Schoormans 2006b). We found support for the relationship between product attachment and product lifetime for the watch with the introvert personality (see Figure 2). However, experiencing attachment to the extravert watch did not result in an extension of the watchs product lifetime.
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