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.
|Happy Chernobyl Day|
|End of the Odyssey|
|Most complete Earth map published|
|"First successful example of telomere lengthening via gene therapy in a human individual."|
|The Top 10 Psychology Studies of 2010|
|“Both spacecraft are still operational when they reached interstellar space.”|
|CaptchaTweet: Write Tweets in Captcha Form|
|"Free apps make money by selling your personal data."|
|How to Avoid Jury Duty|
|The (Very Scary) People of Public Transit|
|“Initial riders may be more comfortable getting into a car with a human in the driver seat.”|
|Naked Preacher Lady [NSFW]|
|Fake Name Generator|
|“Can you replace the spring of a pogo stick with repelling magnets?”|
|Make a Convincing Sex Video of Anyone You Like|