Why does an inherited object feel priceless? Why can a brand feel like home, a community like family, or a service failure like betrayal?

Open the Attachment offers a compelling new lens for understanding consumer behaviour. It argues that many purchases are driven not merely by need or utility, but by deeper longings for security, identity, recognition, continuity, belonging, and meaning. Drawing on attachment theory, psychology, sociology, and contemporary marketing, C. Joe Arun reveals how objects, brands, communities, places, and digital platforms become woven into our emotional lives.

Through the original ATLAS Purchase Cycle and Attachment Atlas, the book provides scholars, students, marketers, and business leaders with a practical framework for understanding the bonds beneath buying behaviour. Insightful, accessible, and ethically grounded, it challenges marketers to create genuine human value: to open the attachment without exploiting the wound.

This book invites us to look beyond what consumers buy and discover what they are truly seeking.

• Paperback: 216 pages
• Publisher: White Falcon Publishing; 1 edition (November 2026)
• Author: C. Joe Arun
• ISBN-13: 9789376315239
• Product Dimensions: 6 x 9 inch

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