Brands As Mitigators of Physical Pain: the Mediating Role of Social Connectedness

Close interpersonal relationships are known to help people cope with their pain. It is unclear, however, why close brand relationships are similarly effective. Two experiments provide convergent empirical support that feelings of social connectedness explain the pain-insulating prowess of close brand relationships.


Martin Reimann, Sandra Nuñez, and Raquel Castaño (2017) ,"Brands As Mitigators of Physical Pain: the Mediating Role of Social Connectedness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 200-205.


Martin Reimann, University of Arizona, USA
Sandra Nuñez, Tecnológico de Monterrey, Mexico
Raquel Castaño, Tecnológico de Monterrey, Mexico


NA - Advances in Consumer Research Volume 45 | 2017

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