Zak

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Brands vs Religions

A research paper by Tel Aviv University professor Ron Shachar examines the relationship between brands and religion. He finds a correlation between brand loyalty and religious identification.

From the introduction:

We seek to demonstrate that religiosity and brand reliance are negatively related because both of them allow individuals to express aspects of themselves to others. One specific aspect that both brands and religion are well‐positioned to express is a sense of self‐worth. We argue for a compensatory mechanism such that when an individual expresses her self‐worth via one medium (be it brands or religion), she needs the other medium less. Thus, brands and religion function as substitutes in expressing self‐worth.

Most atheists have no trouble equating religions with any other business but the negative correlation between brand loyalty and religious belief surprised me. Are we really more brand loyal than our religious neighbours?

We all have our favourite brands and the study implies our choices aren’t nearly as rational as we’d like to admit.

I’m in the process of buying a new Camaro even though I know it isn’t a very practical car. Am I suffering from brand loyalty since I worked for GM for several summers while I was in school? Or are there other ways to rationalize my choices? A philosopher of science could argue I’m biologically determined towards old-fashioned machoism. A postmodernist could say it’s a manifestation of the oedipal complex, with the car acting as the phallus. Whatever the reasons, we attempt to rationalize our consumer choices in a similar way as the religious try to rationalize theirs so relating the two seems reasonable.

Read the entire paper if you can get it. I don’t know the copyright status so I can’t leak my copy (but please feel free to contact your MP to complain about copyright laws).