Turning to Brands When Close Others Turn Away: the Hydraulic Relation Between Social Support and Brand Reliance

Lili Wang, Zhe Jiang University, China
Steven Shepherd, Duke University, USA
Tanya Chartrand, Duke University, USA
We explore the potentially hydraulic relationship between social support and brands in providing people with a sense of self-worth, such that chronically low social support will lead people to turn more toward brands to achieving a sense of self-worth, while experienced increases in social support will decrease this tendency.
[ to cite ]:
Lili Wang, Steven Shepherd, and Tanya Chartrand (2013) ,"Turning to Brands When Close Others Turn Away: the Hydraulic Relation Between Social Support and Brand Reliance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.