Keywords: Attachment theory
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Journal Articles
Journal of Consumer Marketing (2019) 36 (2): 337–347.
Published: 18 March 2019
... among all people. In fact, some individuals report a higher need to belong and exhibit strong negative reactions to anticipated exclusion or rejection (Baumeister and Leary, 1995). Accordingly, attachment theory suggests that when an individual faces emotional distress, such as when he or she feels...

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