Loyalty And Attachment Theory

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Loyalty and Attachment Loyalty has been an integral part in society and is an important characteristic in human affiliation. Loyalty is a devoted attachment and affection towards a person, country, group or cause ‘with which one has become significantly involved or identified.’ (Burke, 2011 p4) ‘We buy from these groups, or live with them and work with them.’ (Reichheld, Teal and Teal, 2001) A person gives loyalty when they have become committed to something, which has been perceived to be personally beneficial, reliable and trusting. These attachments generate the interactions that make our daily lives meaningful and for ‘most of us, these loyalties have the greatest influence on our happiness.’ (Keinigham and Aksoy, 2010) Loyalty is about choice, if we do not like the way we are treated or if it does not quite meet our standards, ‘we have the choice either of leaving to search for other relationships or another community that more adequately fits our expectations or of staying and working to improve the environment that shapes our lives.’ (Reichheld, Teal and Teal, 2001) …show more content…

Attachment theory is based on studies of parent-child relationship and continues through adulthood to romantic relationships and friendship.’ (Loureiro, Ruediger and Demetris, 2012) John Bowlby conducted pioneering work on attachment between parent-infant relationships. ‘According to Bowlby, an attachment is an emotion laden target specific bond between a person and a specific object.’ (Thomson, MacInnis and Park, 2005) Bowlby expressed how important is was for a child to have a strong and secure attachment figure from birth as this attachment would act as a prototype for all future social relationships as the child would be able to continue developing stronger feelings, of love and

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