A study in the US Journal of Consumer Research found that women who walked around a mall holding a Victoria’s Secret bag for an hour felt more feminine, glamorous and attractive than those who just carried around a sad, brand-less pink bag.
This goes back to the idea that some brands (like Cartier, Harley-Davidson, Nike and Ferrari) have such appealing associations that consumers feel the brand’s personality will rub off on them if they use their products, even for a short time. The authors, from the University of Michigan, found that some people felt more intelligent and more like leaders when carrying a pen with an MIT logo.
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