Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann; Raquel Castaño; Judith Zaichkowsky; Antoine Bechara

Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann
, Raquel Castaño
, Judith Zaichkowsky
, Antoine Bechara

Department of Marketing

Research output: Contribution to journal › Conference abstract in journal › Research › peer-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 language	English
Journal	Advances in Consumer Research
Volume	39
Pages (from-to)	411-413
Number of pages	3
ISSN	0098-9258
Publication status	Published - 2012
Event	39th Annual Conference of the Association for Consumer Research. ACR 2011 - Hyatt Regency St. Louis at The Arch, St. Louis, United States Duration: 13 Oct 2011 → 16 Oct 2011 Conference number: 39

Conference

Conference	39th Annual Conference of the Association for Consumer Research. ACR 2011
Number	39
Location	Hyatt Regency St. Louis at The Arch
Country/Territory	United States
City	St. Louis
Period	13/10/2011 → 16/10/2011
Sponsor	Association for Consumer Research

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http://www.acrwebsite.org/volumes/v39/acr_v39_9155.pdfLicence: Unspecified
https://www7511.ssldomain.com/acrwebsite/assets/PDFs/ACR%20Proceedings%20Vol%2039.pdfLicence: Unspecified

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Cite this

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title = "Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships",

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.",

author = "Martin Reimann and Raquel Casta{\~n}o and Judith Zaichkowsky and Antoine Bechara",

year = "2012",

language = "English",

volume = "39",

pages = "411--413",

journal = "Advances in Consumer Research",

issn = "0098-9258",

publisher = "Association for Consumer Research",

note = "39th Annual Conference of the Association for Consumer Research. ACR 2011 ; Conference date: 13-10-2011 Through 16-10-2011",

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TY - ABST

T1 - Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

AU - Reimann, Martin

AU - Castaño, Raquel

AU - Zaichkowsky, Judith

AU - Bechara, Antoine

N1 - Conference code: 39

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

M3 - Conference abstract in journal

SN - 0098-9258

VL - 39

SP - 411

EP - 413

JO - Advances in Consumer Research

JF - Advances in Consumer Research

T2 - 39th Annual Conference of the Association for Consumer Research. ACR 2011

Y2 - 13 October 2011 through 16 October 2011

ER -