Studies by neuroresearchers in the academic field of “attachment theory,” have been picking up steam.

In a nutshell, the theory maintains that we have an “attachment mechanism” in our brains, a series of circuits that work to create the relationships we have with others, as well as the preferences we have for things.

Human attachments are broken down into compartments that include:

* Romantic

* Parents

* Kin

* Friends

* Pets

* Strangers

These compartments can be subdivided to the point that we can be more attached to a pet than a sibling or even a parent.  Or, we might feel comfortable in large groups of relatives and/or friends, but avoid strangers. Details of these compartments can be found in my book, “Battling the Inner Dummy.”

It appears that the same “attachment mechanism” with modified circuitry also shapes our preferences for things; from our favorite breakfast cereal to the automobile model we desire the most.  The point is that attachment is all physical.  It may vary in strength for people or things during time intervals, but usually reverts to a base line for each, which can be measured. Any significant and permanent change in strength usually requires a traumatic event or a series of them.

MSI has now developed a proprietary research process called the “Brand Attachment Index,” which helps us measure consumer attachment to branded products on a scale of 1 to 6, with 1 reflecting little or no strength and 6 reflecting passionate strength.  The stronger the attachment index among category shoppers is for a specific branded product, the more difficult it is for a retailer to replace it with something else.

Interestingly enough, the romantic attachment mechanism has been labeled by researchers in the field as the “Biosocial Romantic Attachment Mechanism.” How on target has yours been?  Don’t ask about mine.