Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann, Raquel Castaño, Judith Zaichkowsky, Antoine Bechara

Research output: Contribution to journalConference abstract in journalResearchpeer-review

Abstract

In three experiments, this research provides novel insights into branding by studying the psychological and neurophysiological
mechanisms of how consumers relate to beloved brands. Building on self-expansion theory, the authors propose that self-expansion for a brand decreases over the relationship span, while self-inclusion of the brand increases over time.
Original languageEnglish
JournalAdvances in Consumer Research
Volume39
Pages (from-to)411-413
Number of pages3
ISSN0098-9258
Publication statusPublished - 2012
Event39th Annual Conference of the Association for Consumer Research. ACR 2011 - Hyatt Regency St. Louis at The Arch, St. Louis, United States
Duration: 13 Oct 201116 Oct 2011
Conference number: 39

Conference

Conference39th Annual Conference of the Association for Consumer Research. ACR 2011
Number39
LocationHyatt Regency St. Louis at The Arch
CountryUnited States
CitySt. Louis
Period13/10/201116/10/2011
SponsorThe Association for Consumer Research

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