The Impact of Fear on Emotional Brand Attachment

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 consumers 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. 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.   

The Bright Side of Impulse: Depletion Heightens Self-Protective Behavior in the Face of Danger

Ample research suggests that after engaging in a self-regulatory task, people become depleted and are more likely to behave in maladaptive ways by yielding to their impulses. However, yielding to impulses may not always be maladaptive. When consumers are depleted, they feel more vulnerable when encountering potential danger and are therefore more likely to engage in self-protection. Depleted (vs. nondepleted) consumers reported being less likely to engage in risky behaviors such as having unprotected sex and more likely to engage in risk-reduction behaviors such as getting tested for kidney diseases and chlamydia. Depleted individuals also preferred products that emphasize safety. Perceived vulnerability is shown to mediate the effect of depletion on self-protective behavior. Yielding to impulses may sometimes help attain beneficial and healthful goals.