New Study Shows Products Can Act As Emotional Attachment in a Fearful Situation


credit: Food Navigator

According to a new study in the Journal of Consumer Research, brands can provide emotional attachment when a person-to-person support system is not available in a fearful situation.

The authors of the study, "The Impact of Fear on Emotional Brand Attachment," found that exposure to fear led to a positive emotional brand attachment. The authors conclude that when consumers are scared, they will reach out to an available brand for comfort.


Read the Entire Article


Federal Programs Related to - Economics

Research that involves the systematic study of the production, conservation and allocation of resources in conditions of scarcity, together with the organizational frameworks related to these processes.

Econometrics & Quantitative Economics; International Economics; Investments and Securities; Macroeconomics Research; Microeconomics Research; Securities Analysis; Securities Markets Analysis; Stock Market Research

    Federal Programs Related to - Interdisciplinary Studies

    Research that brings together the humanities, physical sciences and social sciences to develop and enhance a broad understanding of particular populations, cultures or other related areas. Accounting; Biopsychology Research; Chemoreception Sciences; Classical & Ancient/Oriental Studies; Cognitive Science; Home Economics; Medieval & Renaissance Studies; Multidisciplinary Studies; Natural Sciences; Neuroscience Research; Systems Science & Theory; Work & Family Studies




    Social Entrepreneurship
    Spotlight



    Cornwall as First-Ever Rural Social Enterprise Zone


    Cornwall as First-Ever Rural Social Enterprise Zone

    Cornwall, England has been christened as the first-ever rural social enterprise zone. Minister for Civil Society Nick Hurd remarked that what was happening in Cornwall was an example to the rest of the United Kingdom.


    Unable to select database