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

Share Proceeding

Featured papers

See More


M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA

Read More


C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

Read More


Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

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.