As Income Rises So Too Does Our Connection to “Tide”

Danielle J. Brick, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA
Tanya L. Chartrand, Duke University, USA
That wealthier individuals report stronger brand connections may not be surprising, as brands can signal status. However, we demonstrate that wealthy individuals actually report connections with more privately consumed, less expensive brands than less wealthy individuals, which we suggest fulfills a basic relationship need that subsequently results in stronger brand relationships.
[ to cite ]:
Danielle J. Brick, Gavan J. Fitzsimons, and Tanya L. Chartrand (2012) ,"As Income Rises So Too Does Our Connection to “Tide”", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 48-52.