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:2/18/2017)... CA (PRWEB) , ... February 18, 2017 , ... ... paragraph presets. Use Pixel Film Studios ’ ProParagraph Fashion Volume 2 ... and so many other applications. Users can pick and choose from hand-crafted ...
(Date:2/17/2017)... Davidson, NC (PRWEB) , ... February 17, 2017 , ... ... Davidson Commons Shopping Center in Davidson, NC. Dr. Brian Seese leads the practice as ... of dental services under one roof. Smiles by Seese serves patients of all ages ...
(Date:2/17/2017)... ... February 17, 2017 , ... The Alliance Healthcare ... designed to further positively impact the health and wellness of our community in ... it our duty to seriously consider releasing our assets beyond our 5% targeted ...
(Date:2/17/2017)... Nashville, TN (PRWEB) , ... February 17, 2017 ... ... Services, Inc. (ISTS) brings its educational assistance management solution to the exhibit floor ... Convention Center in Orlando, Fla. , From Feb. 19–23, 2017, more than ...
(Date:2/17/2017)... Verdes, CA (PRWEB) , ... February 17, 2017 ... ... emotional flow is Dr. Carol Francis' goals for each and every ... Conference, Dr. Carol Francis will demonstrate five different brainwave tools which help energize ...
Breaking Medicine News(10 mins):
(Date:2/16/2017)... Feb. 16, 2017 Research and Markets ... Emerging Medical Device Technologies" report to their offering. ... Traditional ... procedures, general instruments, non-drug coated implantables, large endoscopes, needle based ... use over the last two to three decades for the ...
(Date:2/16/2017)... Ontario , Feb. 16, 2017  Aralez Pharmaceuticals ... global specialty pharmaceutical company, today announced that executive management ... Conference to be held February 22-23, 2017. Adrian ... of the Company at 1:35 p.m. local time on ... and audio archive for the event may be accessed ...
(Date:2/16/2017)... , Feb. 16, 2017  AcelRx Pharmaceuticals, ... pharmaceutical company focused on the development and commercialization ... acute pain, announced that Vincent J. Angotti ... a member of the company,s board of directors, ... over two decades of experience leading executive and ...
Breaking Medicine Technology: