Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

Martin Reimann, University of Southern California, USA
Raquel Castaño, Tecnológico de Monterrey, México
Judith Zaichkowsky, Copenhagen Business School, Denmark
Antoine Bechara, University of Southern California, USA
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.
[ to cite ]:
Martin Reimann, Raquel Castaño, Judith Zaichkowsky, and Antoine Bechara (2011) ,"Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 411-413.