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