Customer value has deserved special attention amongst marketing academics and professionals. A relevant study on this subject was conducted by Leão and Mello. These authors identified seven customer personal values, one of them that is not predicted in the specialized literature and is named by them "sense of attachment". Considering the importance of such revelation aiming the comprehension on this matter, this article proposes tounderstand the effective motivation behind this new variable. This article is based not only on the original research brief (LEÃO, 2001) but also on papers which were published subsequently (LEÃO e MELLO, 2001; 2002; 2003), considering as its corpus interviews in which the "sense of attachment" was perceived. In this article the authors adopted discourse analysis for data analysis, which revealed "security search", "escape from solitude"and "the identity question" as the bases of the "sense of attachment". In conclusion we can say that the discovered value is a result of the so called "post-modernity".
Customer value; Post-modernity; Discourse analysis
