Navigation Links
Security blankets: Materialism and death anxiety lead to brand loyalty

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
University of Chicago Press Journals

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:
(Date:10/13/2017)... ... October 13, 2017 , ... Lori R. Somekh, founder of ... ElderCounsel, a national organization of elder law and special needs planning attorneys. “Membership in ... It also provides a forum to network with elder law attorneys nationwide,” said Somekh. ...
(Date:10/13/2017)... ... 2017 , ... The Visiting Nurse Association (VNA) of Somerset Hills is proud ... and unique items from across the nation, this holiday-themed event will raise funds and ... the VNA. The boutique will be open Saturday, November 4 (10:00 a.m. – ...
(Date:10/13/2017)... ... October 13, 2017 , ... Yisrayl Hawkins, Pastor and Overseer at The ... the most popular and least understood books in the Holy Scriptures, Revelation. The Book ... have baffled scholars for centuries. Many have tossed it off as mere rubbish, but ...
(Date:10/13/2017)... ... October 13, 2017 , ... “The Journey: From the Mountains ... possible to save lost souls in the Philippines. “The Journey: From the Mountains to ... dedicated teacher of the Bible. She has taught all ages and currently teaches a ...
(Date:10/12/2017)... ... October 12, 2017 , ... ... sleep apnea using cutting-edge Oventus O2Vent technology. As many as 18 ... characterized by frequent cessation in breathing. Oral appliances can offer significant relief to ...
Breaking Medicine News(10 mins):
(Date:10/4/2017)... 4, 2017  South Korean-based healthcare product Development Company ... "cprCUBE" on Kickstarter. The device will educate the user ... with better efficiency compared to the dated and pricey ... on efficacy of the compression for a more informed ... goal to raise $5,000. ...
(Date:10/2/2017)... 2, 2017 Diplomat Pharmacy, Inc. (NYSE: ... and Consulting, LLC , and named its founder as ... in Tennessee , will operate under ... EnvoyHealth,s service offerings for health care partners to include ... "In an interoperable world, technology delivers ...
(Date:10/2/2017)... 2017 Halo Labs announces the European launch of their ... HORIZON at MIBio 2017 in Cambridge, U.K ... matter in biopharmaceutical samples with unprecedented speed and sensitivity while using ... Backgrounded Membrane Imaging. ... subvisible particle analysis system ...
Breaking Medicine Technology: