According to a new study in the Journal of Consumer Research, certain brands have personalities that can actually change the way some people feel about themselves.  Brands like Cartier, Harley-Davidson and Nike are perfect examples of brands with appealing personalities – and those personalities rub off on consumers when they use them.  It affects how they see themselves – even if the brand is only in use for a short time.

For example, authors found that some people felt more intelligent, and more like leaders when they carried a pen embossed with an MIT logo.  In further studies, this was the case even after some participants were led to believe they did poorly on a math test.


~Margit Fawbush

Source:  June 22, 2010 article on

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