Riot Scared?

[Staub]

"A recent study in the journal of consumer psychology conducted a really neat experiment examining the strength of consumer to brand relationship 200 volunteers. The goal was to find out whether or not a person self esteem was actually tied up in their fondness for various brands. it turns out those that are fans of a brand actually suffered the most in the self esteem department when their favorite brand were criticized or performed poorly, now on the other hand those who didnt give a damn about reminded virtually unaffected. The study concluded then that if we form a really strong association for with brand we actually respond to negative information about it in the same way we would of a personal failure, so we actually experience an attack on our favorite brand or console as an attack on ourselves. And as result of that attack we will defend those brands in the same way we defend ourselves."