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The Impact of Fear on Emotional Brand Attachment

Lea Dunn and JoAndrea Hoegg
Journal of Consumer Research
Vol. 41, No. 1 (June 2014), pp. 152-168
Published by: Oxford University Press
DOI: 10.1086/675377
Stable URL: http://www.jstor.org/stable/10.1086/675377
Page Count: 17
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The Impact of Fear on Emotional Brand Attachment
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Abstract

The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive. Since people cope with fear through affiliation with others, in the absence of other individuals, consumers may seek affiliation with an available brand. This, in turn, will enhance emotional attachment to that brand. Four studies demonstrate that consumers who experience fear in the presence of a brand feel greater emotional brand attachment than consumers who experience other emotions such as happiness, sadness, or excitement. The findings from the research advance understanding of consumer-brand relationships by demonstrating that relationships between consumers and brands are not merely metaphorical. Rather, under certain circumstances, brands can actually fulfill interpersonal psychological needs.

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