Attachment styles in action
So, what does that mean for a business trying to understand their customers’ spending habits?
Securely attached people aren’t impulse buyers. Instead, these people have a healthy understanding of financial boundaries.3 They’re aware of their financial situation and understand how to work towards a better financial future.2
You might see securely attached people shopping around; they’re looking for the most suitable product for their needs, and they’re realistic about what that is. For these customers, make sure that you’re demonstrating the value of your product in their everyday lives.
Anxiously attached people want to buy attention. These people may be impulsive with their spending, splashing out on big purchases and using money as a tool to receive validation and attention from others.4
Given these qualities, people who are anxiously attached might shout a round of drinks or purchase a product on the advice of a friend. Cultivating an experience that leans on social features can leverage their desire to be ‘in’ and make them more motivated to buy.
Avoidantly attached people spend to accumulate power. People with an avoidant style are much more likely to spend money on individual needs.4 They can tend towards materialism, using goods as a way to assert independence or even replace intimacy. Because avoidant types would rather not rely on others, they’re generally better at saving.5
These customers will buy products that raise their status. They’re happy to spend more if they feel like they’re getting a uniquely different or valuable product in return. Clout, power and visibility are all important factors in convincing avoidant types to buy, which means they may only be a priority for the right kind of brand – think luxury or niche products.