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:3/24/2017)... ... March 24, 2017 , ... Vighter ... the same time by providing Prehospital Trauma Life Support (PHTLS) course scholarships to ... premier prehospital trauma education developed in cooperation with the American College of Surgeons ...
(Date:3/24/2017)... ... March 24, 2017 , ... According to a new study by NCPA ... does not obey the rules Congress has directed the CBO to follow. The CBO ... reform would restore. Yet, it estimates a reduction in employer-based coverage due to the ...
(Date:3/24/2017)... ... March 24, 2017 , ... ... its innovative EcoQube Frame vertical micro-veggies garden on Kickstarter . Surpassing the ... product – with nearly 2,000 consumers (and counting) already backing the campaign. ...
(Date:3/24/2017)... ... 2017 , ... Viewers who like to educate themselves on current issues and ... services, and societal issues tend to appreciate and love the "Informed" series, hosted by ... running events for causes around the world. , Running for charity has ...
(Date:3/24/2017)... ... March 24, 2017 , ... “End Time GPS”: a dauntless ... interrelate. “End Time GPS” is the creation of published author, Wesley Gerboth, a ... on military munitions and space-vehicle projects. Now, at age ninety-one, he shares the Wisdom ...
Breaking Medicine News(10 mins):
(Date:3/24/2017)... and GENEVA , March 24, ... World Tuberculosis Day revitalizes efforts to develop sutezolid as ... On World Tuberculosis Day, TB Alliance and the Medicines ... clinical development of sutezolid, an antibiotic drug candidate which ... to the development of sutezolid in combination with other ...
(Date:3/23/2017)... Research and Markets has announced the addition of the ... By Technique, Repair Procedure By Technique, By Region, By Country (2016-2021)" ... ... grow at a CAGR of 13.35% during 2016-2021 The ... population, growth in population with heart disease and rising advances in ...
(Date:3/23/2017)... , March 23, 2017  The U.S. Food ... (avelumab) for the treatment of adults and pediatric patients ... (MCC), including those who have not received prior chemotherapy. ... a rare, aggressive form of skin cancer. ... cancers, patients with a rare form called Merkel cell ...
Breaking Medicine Technology: