Self-expression, group affiliation, pleasure and memory as predictors of consumer product attachment and satisfaction among mobile phone users

In the post-purchase behaviour of a product, there are challenges with change in the degree of consumer product attachment, and these challenges affect consumer product satisfaction overtime. This study investigated how self-expression, group affiliation, memory, and demographic variables predicted consumer product attachment and satisfaction among mobile phone users in Ibadan. Three hundred students of the University of Ibadan were selected using convenient random selection. Their mean age was 20.7 and standard deviation of 2.52. A structured questionnaire consisting of the socio demographic section, measure of self-expression, group affiliation, memory, pleasure, consumer attachment and product satisfaction was used to collect the data. Using multiple regression analysis, the results showed that self-expression, group affiliation, memories and pleasure jointly predicted consumer attachment among mobile phone users, F (4,299) = 48.47; P