Psychological and Neurophysiological Investigations of Close Consumer-Brand Relationships

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.


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.


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


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes

Iris van Ooijen, University of Twente

Read More


Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More


Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.