What does it mean to love something—a car, a brand, a hobby—and how does that love shape our identity, happiness, and behaviour?
In this soulful and thought-provoking episode, Tobi sits down with Aaron Ahuvia, a top 2% scientist and bestselling author of The Things We Love, to explore the fascinating psychology of love beyond romance. Together, they unpack how our passions connect us, how branding taps into emotional bonds, and why our consumer choices may reflect our deepest selves.
Whether you're a marketer, a brand-builder, or just a curious soul wanting to better understand your attachment to the things around you, this episode is for you.
🧠 What You'll Learn:
- What brand love means and how it forms
- Why we love objects and how it affects our happiness
- The line between healthy passion and destructive materialism
- How love evolved to help us survive—and now guides what we buy
- What companies and creators can do to make their brand beloved
- How to reconnect your identity with the things that truly matter
- The surprising science of how possessions impact our relationships
🔥 Notable Quotes:
"Everything is marketing, even dating."
"People respond with love to love."
"Love is a mechanism for helping us care—even about objects."
🧭 Episode Chapters:
- 00:00 – Introduction to Aaron Ahuvia & the Psychology of Love
- 02:54 – Defining Love Beyond Relationships
- 05:21 – The Evolutionary Purpose of Love
- 08:12 – Loving Things vs. Loving People
- 11:12 – Letting Go of Attachments
- 19:53 – The Role of Identity in What We Love
- 25:36 – Understanding & Building Brand Love
- 31:27 – Materialism, Income, and True Happiness
- 37:27 – Healthy Attachments and Life Satisfaction
🌐 Guest Links:
📖 Book: The Things We Love
🌍 Website: https://thethingswelove.com/
🎧 Listen Now on Spotify, Apple Podcasts & Everywhere You Tune Into Soulful Conversations
CONFESSIONS is now available: https://mirrortalkpodcast.com/confessions-book/
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