That question was the basis for a recent study from the University of British Columbia’s Sauder School of Business. The study, which was published in the Journal of Consumer Research, revealed that consumers experiencing fear while watching a film feel a greater affiliation with a present brand than those who watch films evoking happiness, sadness, or excitement.
JoAndrea Hoegg, Assistant Professor, Marketing at University of British Columbia, explained the premise and conclusions gleaned from the study.
“The....