Navigation Links
Security blankets: Materialism and death anxiety lead to brand loyalty
Date:1/26/2009

Materialistic people tend to form strong connections to particular product brands when their level of anxiety about death is high, according to a new study in the Journal of Consumer Research.

Authors Aric Rindfleisch (University of Wisconsin-Madison and Korea University), James E. Burroughs (University of Virginia), and Nancy Wong (University of Wisconsin-Madison) examined levels of materialism and insecurity in consumers and discovered that the combination of "death anxiety" and materialism led to strong attachment to brands.

While conventional wisdom holds that materialistic individuals are weakly connected to brands and use them as superficial status badges, the new research proves that brands hold more meaning for materialistic consumers than previously thought. When those individuals are also worried about death, their brand attachment grows.

"We propose that materialistic individuals form strong connections to their brands when death anxiety is high but not when death anxiety is low," write the authors. "Materialistic individuals are strongly connected to their brands and employ them as an important source of meaning in their lives."

The authors tested their hypothesis by conducting two different but related studies. The first study asked adults in the United States to rate their degrees of materialism, death anxiety, and brand connection. In the second study, conducted among college students, the researchers manipulated death anxiety by having participants consider their own deaths in detail. In both studies, participants rated their degree of connection to a variety of products including cars, microwaves, jeans, cell phones, MP3 players, and sunglasses.

"Materialistic consumers with anxiety about their existence are especially in need of the symbolic security that brand connections provide," write the authors. "Given the recent rise in materialistic tendencies along with the media's heightened focus on existential threats, the number of consumers who display this combination of values and motives should increase in the near future."


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Social Security Disability Recipients See Benefits Increase In New Year, But May Not in 2010
2. Actuaries Laud New Presidents Medicare and Social Security Message, Call for Bipartisan Solution
3. Survey: Americans Love for Financial Security Taking Precedence over Traditional Romance This Valentines Day
4. AVG Anti-Virus and Walling Data Streamline Network Security for National Medical Supply Company
5. Seniors to Receive $0.00 Increase in Social Security Next Year
6. Lumension Security Webinar Focuses on Security Mega Trends and Emerging Threats in 2009
7. Lumension Security's Audiocast Focuses on Evolving Threats and Countermeasures: Achilles Heel of Data Loss and Theft
8. You've Just Been Denied Social Security Disability--Now What?
9. Kidnapped senior needed IU-patented home security system
10. New Easter Seals-MassMutual Study: Autism Strains Family Finances, Threatens Long-Term Care and Security
11. Lumension Provides Leading e-Commerce Company Proactive Endpoint Security at a High Return
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/25/2016)... ... June 25, 2016 , ... "With 30 hand-drawn hand ... project," said Christina Austin - CEO of Pixel Film Studios. , ProHand Cartoon’s ... within Final Cut Pro X . Simply select a ProHand generator and drag ...
(Date:6/25/2016)... ... June 25, 2016 , ... Dr. Calvin Johnson has ... he has implemented orthobiologic procedures as a method for treating his patients. The ... first doctors to perform the treatment. Orthobiologics are substances that orthopaedic surgeons use ...
(Date:6/24/2016)... ... June 24, 2016 , ... A recent article published ... unfamiliar with. The article goes on to state that individuals are now more comfortable ... less common operations such as calf and cheek reduction. The Los Angeles area medical ...
(Date:6/24/2016)... ... June 24, 2016 , ... Marcy was in a crisis. Her son James, eight, was out ... family verbally and physically. , “When something upset him, he couldn’t control his emotions,” remembers ... would throw rocks at my other children and say he was going to kill them. ...
(Date:6/24/2016)... ... June 24, 2016 , ... Dr. Amanda Cheng, an ... Cheng has extensive experience with all areas of orthodontics, including robotic Suresmile technology, ... , Micro-osteoperforation is a revolutionary adjunct to orthodontic treatment. It can be ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... June 24, 2016 The Academy of Managed ... recommendations that would allow biopharmaceutical companies to more ... that make formulary and coverage decisions, a move that ... new medicines. The recommendations address restrictions in ... on the drug label, a prohibition that hinders decision ...
(Date:6/24/2016)... Mass. and SAN CLEMENTE, Calif. , ... California -based mobile pulmonary function testing company, is now able ... PFT devices developed by ndd Medical Technologies , Inc. ... testing done in hospital-based labs.  Thanks to ndd,s EasyOne PRO ® ... , can get any needed testing done in the comfort ...
(Date:6/24/2016)... -- According to a new market research ... Safety Pen Needles), Needle Length (4mm, 5mm, 6mm, 8mm, ... Purchase (Retail, Non-Retail) - Trends & Global Forecasts to ... for the forecast period of 2016 to 2021. This ... 2021 from USD 1.65 Billion in 2016, growing at ...
Breaking Medicine Technology: