Influence of Attachment Styles on the Experiential Values Frequentation of Stores

Based on the concepts of attachment styles and experiential values of store patronage, this article analyzes the influence of attachment styles on the perceived values and experiential values of store patronage. Thanks to a non-probability random sample, 315 individuals were interviewed at the exit of point of sale. The statistical treatments are conducted according to a one-factor analysis of variance (ANOVA), taking care to take into accounts the error of measurement. The analyses underline the attachment styles significantly which influence the individuals who adopt playful, aesthetic and hedonistic values, in contrast to those who undertake the economic and utilitarian values of going to points of sale. The followers of the economic value of patronage are employees of the private sector (55.6%) and have an average monthly income above 100,000 CFA francs (78.7%). Among the 71.4% of individuals who are inclined to the hedonistic value, 50.8% are between 35 and 45 years old. Unlike women, 68.9% of men are followers of the utilitarian value of frequenting stores and 76.2% of those who adopt the recreational value of frequenting stores have a secondary or higher education level.