HOW BRANDS AFFECT PEOPLE

From the Journal of Consumer Pyschology

The consumer psychology of brands
Bernd Schmit

Amanda Miner & Paige Sweet

RATIONALE AND THEORIES USED

Why the authors created the study:

Instead of looking at specific brands, the author examines the “big picture” of
how consumers perceive brands.
Looks at it from a physiological lens rather than from a results perspective.

Theories the study is based on:

▰ Anderson's Information Integration Theory
▰ Consumer Culture Theory

2
STUDY DESIGN AND ANALYSIS

RESEARCH MODEL

▰ The past decade before the

paper was published there had
been many studies of one topic
▰ No focus on the interconnection
▰ Collection of secondary research
▻ Literature review
▻ Brand Studies
▰ Create a new model

3
TAKEAWAYS

It’s Complex Brands are Symbols of Culture

Everything that a brand does or “Brands represent individuals,
is impacted by changes how but also represent groups,
consumers perceive it, and it is societies, and cultures.”
never static.