Can Beloved Brands Reduce Pain?
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.
Martin Reimann, Sandra Nuñez, and Raquel Castaño (2015) ,"Can Beloved Brands Reduce Pain?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 651-651.
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
NA - Advances in Consumer Research Volume 43 | 2015
Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge
Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA
Understanding the Framing of Recommendations
Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Consumer’s Local-Global Identity and Price-Quality Associations
Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington