Can Beloved Brands Reduce Pain?

Martin Reimann, The University of Arizona, Eller College of Management, USA
Sandra Nuñez, Tecnológico de Monterrey, EGADE Business School, Mexico
Raquel Castaño, Tecnológico de Monterrey, EGADE Business School, Mexico
We explored whether consumer-brand relationships can reduce one’s pain experience, similarly to prior research on interpersonal relationships. Four experiments show that consumers who were confronted with their loved brands tolerate physical and psychological pain more compared to participants viewing brands they hate, unbranded positive, negative, or distracting stimuli, or control.
[ to cite ]:
Martin Reimann, Sandra Nuñez, and Raquel Castaño (2015) ,"Can Beloved Brands Reduce Pain?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 651-651.