Research explains why some folks are more ‘brand resistant’

TAGs: branding, entity theorists

As Strother Martin so eloquently observed in Cool Hand Luke: “Some men, you just can’t reach.” That’s as true in the realm of branding as it is in southern chain gangs. Some people are inherently more resistant to a brand’s charms — these are the so-called ‘incremental theorists’. At the opposite end of the spectrum are the ‘entity theorists’, the consumers who adopt brands in order to align themselves with a brand’s desirable qualities. But far from being taken advantage of by predatory marketers, researchers claim that brands actually play a therapeutic role in entity theorists’ lives. Read more.


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