Dr Aaron Ahuvia, Understanding Brand Love and Its Implications for Business - Innova.Buzz 577

Innova.buzz

Our guest in this episode is Dr Aaron Ahuvia, a Professor of Marketing at the University of Michigan-Dearborn and the world’s leading academic expert on brand love. He has been ranked in the top 2% of all scientists and ranked 22 in the world for research impact in consumer behavior. He has been featured in major media including Time, The New York Times, The Wall Street Journal, Forbes, Der Spiegel, The Nihon Keizai Shimbun (Japan’s Wall Street Journal), National Public Radio’s Marketplace, and the Oprah Winfrey Show. Most recently, he is the author of "The Things We Love: How Our Passions Connect Us and Make Us Who We Are".

In our conversation Aaron provides insights into the importance of having multiple relationships with customers and avoiding dependency on a single salesperson. He also shares his perspective on productivity, developing expertise, and the role of sleep in intelligence. Some key points we covered are:

• Understanding how emotional connections to physical objects are formed and how these insights can be used by businesses to create emotional connections with their customers;
• The evolution of love and its application to products and brands;
• The importance of measuring brand love and engineering it consciously.

For an illuminating conversation on the psychology of consumer relationships and brand love, listen to the entire podcast.