Brand Loyalty

Amazing.

A study has shown that consumers’ brand loyalties are tied to their insecurities. The products at hand in the study were mp3 players.

To cut to the chase, the more afraid a person is of dying, the more attached he/she is to their mp3 players. It’s like seeking comfort in the brand’s social status.

There is a correlation but it is not outright obvious in an average person’s rationalisation. Of course, when consumers play with their ipods, death is probably not on their minds. It’s like asking someone why he loves his partner. He can state the more obvious reasons but he would probably take much longer to dig into the roots to find out the humanly basic reasons.

Anyway, the important part is how to make use of this study result - Emphasize your brands feel good qualities.