January 9



Aaron Ahuvia, Ph.D., is a Professor of Marketing and research psychologist at the University of Michigan-Dearborn. He has been ranked in the top 2% of all scientists in the world by Stanford University. Dr. Ahuvia is the world’s leading expert on brand love, i.e., how love works when we love a brand, product, or anything else that isn’t a person. In his new book, The Things We Love: How Our Passions Connect Us and Make Us Who We Are, he takes a deep dive into our mysterious, tangled relationships with loved objects and activities. He is also a leading expert on the psychology of happiness, focusing on how money, shopping, and spending influence our well-being. His work has been featured in Time, The New York Times, The Wall Street Journal, Forbes, Apple News, and Glamour, and he has been a guest on the Oprah Winfrey Show.

In This Episode 

  • What is “brand love”? 
  • How objects connect us to people 
  • The Psychology and Boundaries of Love 
  • How companies betray consumers 


Aaron’s Website 


PBT Institute Membership 

Trust Again 2.0 

PBT Podcasts 

Healed or Hardened Quiz 

Post Betrayal Syndrome Quiz 

About the author 

Gabriela Besel

Client Care Specialist

Gabriela is the front line of it all. She welcomes all new members into the community, gets them onboarded and continues to support them throughout their time spent with PBT.

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