Welcome, 7 Hatters! Today, we explore the multifaceted marketing world with Dr. Aaron Ahuvia, a renowned expert in brand love. We delve into hats 1, 3, and 4: the soul, the servant, and the entrepreneur.For Aaron, the marketing and brand love world began during his PhD program. His initial research in the realm of dating services while studying the psychology of love led him to ponder the connections between our affection for people and our attachments to brands and inanimate objects. This curiosity sparked his pioneering work in brand love.As a speaker and consultant, Aaron has shared his expertise with prominent companies like Google, Samsung, Maybelline, and Procter & Gamble. His book, "The Things We Love," distills decades of research into an accessible exploration of how our passions shape our identities and connect us to the world.In this episode, we will uncover the backstory of the man behind the concept of brand love, explore the implications of his research for entrepreneurs, and delve into the intriguing intersections of marketing, consumer behavior, and psychology.So, if you want to understand why you love your favorite brands, let's warmly welcome Aaron to The 7 Hats...TakeawaysIn this episode of 'The Seven Hats,' we welcome guest Aaron Ahuvia, a renowned academic with over three decades of research dedicated to understanding branding and consumer behavior. Ahuvia shares insights into the pioneering concept of 'brand love,' explaining how people can develop deep affection towards brands similarly to their connections with people. Born and raised in an intellectual environment in Ann Arbor, Michigan, Ahuvia's journey took him from philosophy to marketing, eventually leading him to explore the intersection of love and branding. Through various studies, including his notable work on dating services, Ahuvia investigates the psychological processes behind why people love brands, highlighting the importance of brands becoming part of one's identity. The conversation also covers the ethical considerations in marketing, Ahuvia's relationship with brands, and the future directions of his research.Chapters:00:00 Welcome to the World of Brand Love01:21 The Fascinating Journey of a Brand Love Pioneer02:53 From Philosophy to Marketing: A Unique Path03:21 The Entrepreneurial Spirit and Academic Ambivalence04:43 Entering the Corporate World and Discovering a Passion for Teaching06:48 The Birth of Brand Love Research20:53 Understanding Love: From Animals to Brands25:54 Creating Emotional Connections with Brands28:53 Consulting on Commodity Products: Eliciting Emotion30:31 Unlocking the Secrets of Mass Marketing and Brand Love31:21 The Power of Personal Connection in Entrepreneurship32:13 Anthropomorphism and Brand Attachment: Siri's Love Story35:41 Emotional Branding: Can Products Evoke the Full Spectrum of Emotions?39:54 Ethical Dilemmas in Marketing: Exploiting Emotions and Needs41:04 The Environmental and Social Impact of Marketing Practices50:13 Personal Growth and the Future of Brand Research57:44 Entrepreneurial Insights: The Journey of Promomash-------------------------Visit https://www.the7hats.com/ for more information and more shows.Aaron on LinkedIn: https://www.linkedin.com/in/aaronahuvia/`My Bio & Links: https://sleek.bio/yuvalselikSUBSCRIBE AND REVIEW...Want to be the first to know when new episodes are released? Please subscribe and leave a review!Subscribes and podcast reviews are pretty darn important to iTunes, and the more reviews we receive, the more likely we'll be able to get The 7 Hats message in front of more people (It's all about the iTunes algorithms)I'd be extremely grateful if you left a review letting me know your favorite part of the show or episode :)