Consumers 'in love' with brands buy more

Last Updated: Tue, Nov 27, 2012 12:50 hrs

Melbourne, Nov 27 (IANS) Consumers sometimes feel emotions "close to love" when considering which brand to buy, and they buy "a lot more" if they fall in love with a particular product, an Australian study has found.

A joint study by the University of Wollongong and Murdoch University in Western Australia delved into the feelings of more than 1,000 consumers and their emotional attachment to brands of beer, petrol, washing powder and coffee, the Australian Associated Press (AAP) reported.

The study showed that men who felt "love" for their beer of choice would buy nearly 40 percent more than the average consumer, while women who bonded with washing powder might buy up to 60 percent more than average.

"Emotional branding" is becoming a global norm amongst producers and advertisers, said Steve Bellman, deputy director of the Audience Labs research centre which conducted the study.

"Emotionally attached consumers purchase substantially more than regular customers," Bellman was quoted as saying.

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