Research in psychology has shown that even routinely experienced everyday objects such as brands can trigger cognitively engaging, emotional, and socially meaningful experiences. In this article, we review three key areas where current advances reside: brands as passive objects with utilitarian and symbolic meanings, brands as relationship partners and regulators of personal relationships, and brands as creators of social identity with social group linking value. Research in these areas is grounded in a number of fundamental perspectives within cognitive, emotional, motivational, personality, interpersonal, and group psychology. We conclude by addressing emerging areas for research.
Psychological underpinnings of brands / Romani, Simona; Grappi, Silvia; Bagozzi, richard p.; Zarantonello, Lia. - In: ANNUAL REVIEW OF PSYCHOLOGY. - ISSN 0066-4308. - 72:(2021), pp. 585-607. [10.1146/annurev-psych-010419-051008]
Psychological underpinnings of brands
simona romani;
2021
Abstract
Research in psychology has shown that even routinely experienced everyday objects such as brands can trigger cognitively engaging, emotional, and socially meaningful experiences. In this article, we review three key areas where current advances reside: brands as passive objects with utilitarian and symbolic meanings, brands as relationship partners and regulators of personal relationships, and brands as creators of social identity with social group linking value. Research in these areas is grounded in a number of fundamental perspectives within cognitive, emotional, motivational, personality, interpersonal, and group psychology. We conclude by addressing emerging areas for research.File | Dimensione | Formato | |
---|---|---|---|
Psychological_underpinnings_of_brands_pre_print.pdf
Solo gestori archivio
Tipologia:
Documento in Pre-print
Licenza:
Tutti i diritti riservati
Dimensione
573.01 kB
Formato
Adobe PDF
|
573.01 kB | Adobe PDF | Visualizza/Apri |
Pubblicazioni consigliate
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.