2-R: Oxytocin Increases Trust For Familiar and Familial Brands

We designed two experiments to investigate the relationship between oxytocin and brand trust. The first study found that both known and unknown brands can reap the effects of oxytocin. In the second study, we investigated if oxytocin had effects for both social vs. status stimuli, and also found significant effects.


Lilian Carvalho, Gad Saad, and Eliane Brito (2017) ,"2-R: Oxytocin Increases Trust For Familiar and Familial Brands", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1017-1017.


Lilian Carvalho, Fundacao Getulio Vargas, Brazil
Gad Saad, Concordia University, Canada
Eliane Brito, Fundacao Getulio Vargas, Brazil


NA - Advances in Consumer Research Volume 45 | 2017

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