Emotional connections to objects as shown through collecting behaviour: The role of ardour

Abstract

Above and beyond the casual relationships that are present with everyday consumption, collected objects that are consciously and purposely chosen indicate that a relationship exists between individuals and the objects. Drawing on in-depth interviews conducted with collectors who share a strong interest in what could be considered, in a monetary sense, low value objects, this research finds that culture and its presence in society play a strong role on influencing collecting decisions and can determine what objects hold more meaning than others.Compared to a framework consisting of four retro-branding constructs of allegory (brand story), aura (brand essence), arcadia (idealised community), and antinomy (brand paradox) (Brown et al., 2003), data reveal that an additional construct, which is termed ardour, could be added. Ardour greater construes the passion and enthusiasm that collectors feel for a brand, principally because of its relation to their own country, through the symbolism of the designs, and essentially the brand's ethos.