Duke University study finds brands and religion fulfill the same psychoemotional needs (via piratepickings)
… 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.
Researchers at Duke ran several experiments to determine this disconnection between brand importance and religiosity. In one, the team analyzed geographic areas for the number of Apple, Macy’s, and Gap stores per million people. These statistics were compared with brand-discount stores. “Then they compared these rough measures of brand reliance against the number of congregations per thousand and self-reported attendance in church or synagogue, controlling for income, education and urbanization differences,” the report says. “In every analysis, they found a negative relationship between brand reliance and religiosity.”
I’m not surprised about this, and I think there has always been a connection between religion and branding … most Christian holidays are rebranded pagan calendar celebrations (winter solstice = Christmas, Easter = a Christian reworking of a pagan cult resurrection festival)