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:5/27/2016)... ... 2016 , ... W.S. Badger Co. Inc ., the maker of certified ... as one of the best small businesses for new dads by Fatherly, the digital ... businesses providing progressive benefits to new parents on the organization’s 2016 Best Places ...
(Date:5/27/2016)... ... ... This campaign aims to provide a path to improved education and awareness ... change. , As nearly 795,000 Americans suffering from a new or recurrent stoke each ... an estimated 129,000 of these people dying from stroke, it’s become our nation’s fifth-leading ...
(Date:5/27/2016)... Texas (PRWEB) , ... May 27, 2016 , ... ... satisfying Army body fat composition regulations. This is the first time that Coolsculpting ... normally screened at least every six months to ensure they meet the prescribed body-fat ...
(Date:5/27/2016)... ... 2016 , ... Each year Standard Process Inc. ... this year’s Life University winner of a $2,500 scholarship from Standard ... Awards ceremony. , Outerbridge is approaching her last quarter at Life University in ...
(Date:5/26/2016)... ... 26, 2016 , ... There are many ways to cook a hot dog, ... that Americans prefer their dogs straight off the grill. Of the 90 percent of ... way to cook a hot dog, far outpacing other cooking methods such as steaming ...
Breaking Medicine News(10 mins):
(Date:5/27/2016)... Amarantus BioScience Holdings, Inc. (OTCQX: AMBS), ... and Orphan Diseases, today announced that President & CEO Gerald ... SeeThru Equity MicroCap Conference   Where: ... , NY When: Tuesday, May 31 st , ... Where: Grand Hyatt Hotel, 109 East 42 nd St, ...
(Date:5/26/2016)... 2016   Change Healthcare , a ... solutions and technology-enabled services designed to enable ... a strategic channel partnership with SourceMed, the ... and revenue cycle management services that empower ... clinics to optimize revenue, operational efficiency and ...
(Date:5/25/2016)... and GERMANTOWN, Maryland , May ... QGEN ; Frankfurt Prime Standard: QIA) today announced that ... with Therawis Diagnostics GmbH to develop and commercialize predictive assays ... market PITX2 as a marker to predict effectiveness of anthracycline ... "We are pleased to partner with Therawis, which ...
Breaking Medicine Technology: