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:12/8/2016)... ... December 08, 2016 , ... ... a Property owned by an affiliate of Seavest, has won a prestigious national ... Southern Chester County ambulatory care center (ACC) was named “Best New Development, MOBs ...
(Date:12/8/2016)... ... December 08, 2016 , ... David J. Dykeman , Ginger Pigott ... LLP, will speak at DeviceTalks West, Dec. 12, 2016, at the Fairmont Newport Beach ... from the firm’s global Life Sciences & Medical Technology Group have been featured speakers ...
(Date:12/8/2016)... (PRWEB) , ... December 08, 2016 , ... ... technologies and development solutions for drugs, biologics and consumer health products, today announced ... was set up in 2006 as a non-profit organization to unite pharmaceutical and ...
(Date:12/8/2016)... ... December 08, 2016 , ... Today’s patients are ... this in mind, SIGVARIS has created a new line of anti-embolism stockings to ... and provide the benefits of graduated compression when transitioning from recovery to early ...
(Date:12/8/2016)... ... 2016 , ... The Dianne Michael Insurance Agency, an Ohio-based ... is embarking on a charity drive with the aim of generating support for ... or neglected senior dogs in the Cincinnati region, and LuvFurMutts volunteers also work ...
Breaking Medicine News(10 mins):
(Date:12/9/2016)... 2016  Forge Therapeutics, Inc. today announced a ... EVT, TecDAX, ISIN: DE0005664809) to advance its novel ... of bacterial infections including those caused by drug ... attractive antibacterial target for more than the past ... starting points has hampered its progress. Forge has ...
(Date:12/8/2016)... , Dec. 8, 2016 KEY ... ... reducing loss of blood during surgeries, lowering the risks of ... decreasing risks of SSIs. The patient warming systems can be ... warming systems.These benefits in turn reduce the stay at hospitals ...
(Date:12/8/2016)... 8, 2016 KEY FINDINGS ... of the market in 2016 and is expected to ... attributed to a large number of surgical procedures that ... largest share in the patient temperature management market.) Patient ... reducing loss of blood during surgeries, lowering the risks ...
Breaking Medicine Technology: