As stated in the book of Jobs: Thou shalt not worship false iPhones. Or so goes the thinking in a new study from Duke University, which concludes, ‘The brand name logo on a laptop or a shirt pocket may do the same thing for some people that a pendant of a crucifix or Star of David does for others.’ In fact, the more religious a person is, the less brand expression appears to matter. (Cheers, Jonny.)
Researchers at Duke ran several experiments to determine this disconnection between brand importance and religiosity. The findings suggest, ‘those that were highly religious [or primed to think about religion] cared less about national brands… Religion reduces brand reliance by apparently satisfying the need to express self-worth.’
It also provides insight into how certain brands like Apple develop cult-like followings. ‘Brands are a signal of self-worth’, said Gavan Fitzsimons, professor of marketing and psychology at Duke. ‘We’re signalling to others that we care about ourselves and that we feel good about ourselves and that we matter in this world. It’s more than ‘I’m hip or cool’…I’m a worthwhile person, and I matter, and you should respect me and think that I’m a good person, because I’ve got the D&G on my glasses.’ And an Apple on my smart phone.