If you have ever found yourself criticizing a product for some of its obvious fallacies, like Apple's walled-garden mentality for example, don't be surprised if someone goes apeshit and starts blabbering nonsense about the product's awesomeness. It's not that what you're saying is wrong, but people's sense of self-worth is so meagre that they'll perceive your opinion as a personal attack.
You may think you're defending your favorite platform because it's just that good. But, according to a recently published study out of the University of Illinois, you may instead be defending yourself because you view criticisms of your favorite brand as a threat to your self image. The study, which will be published in the next issue of the Journal of Consumer Psychology, examines the strength of consumer-brand relationships, concluding that those who have more knowledge of and experience with a brand are more personally impacted by incidents of brand "failure."
The researchers performed two experiments, one on a group of 30 women and another on 170 undergraduate students, in order to see whether the subjects' self esteem was tied to the general ratings of various brands. Those who had high self-brand connections (SBC) -- that is, those who follow, research, or simply like a certain brand -- were the ones whose self esteem suffered the most when their brands didn't do well or were criticized. Those with low SBC remained virtually unaffected on a personal level.
The residual effect of this is that those with high SBCs tend to discount negative news about their favorite brands, and sometimes even ignore it altogether in favor of happier thoughts.
"Consumers are highly resistant to brand failure to the point that they're willing to rewrite history," business administration professor and researcher Tiffany Barnett White said in a statement.
|The Other Things the Space Shuttle Runway Does|
|Science Uses Puppets and Babies to Prove Humans Are Generally Good|
|The Nocebo Effect: Telling a Patient an Harmless Substance is Harmful Can Be Powerful Enough to Kill|
|Equal Sign Not Equally Understood by All U.S. Students|
|Bone, a Masterpiece of Elastic Strength|
|“If I’m upset with Facebook, what’s the equivalent product I can go sign up for?”|
|“In comparison to the waste produced by every other kind of electricity production, that quantity is close to zero.”|
|Fake Name Generator|
|Japanese Robot Serves Ice Cream From Inside a Vending Machine|
|The (Very Scary) People of Public Transit|
|What Computers See When They Watch a Movie|
|Google Map Shows You the Most Photographed Areas of the World|
|CaptchaTweet: Write Tweets in Captcha Form|
|Facebook, Twitter Users Could Face Insurance Hikes|
|“Research that could engineer dinosaurs back into existence within the next five to 10 years.”|
|“A man-powered machine that creates scarfs in 5 minutes.”|