Behavioral Grooves Podcast

Love connects us to things in a deep way. But when we say we love our car, or we love our favorite beach, or we love our children, the love we express for each of those things is very different. So can we really love things as much as we love people?  Our guest is Dr. Aaron Ahuvia, the world’s leading expert on brand love, a topic he pioneered and has worked on since 1990. He is a Professor of Marketing at the University of Michigan Ann Arbor’s Ross School of Business. Among the many books and papers he has authored, our favorite is the paper titled “Dr. Seuss, Felicitator”. For those of you who are unfamiliar with the term “felicitator,” it is someone who brings happiness to others.  With Aaron, we discuss the very interesting and important topic of loving the things in our lives, why we love them, and how that love can change over time. This is especially true with brands and products and sporting teams and neighborhoods. One of the big takeaways from our conversation with Aaron is just to let go of this no