My good friend Deacon Richard Hudzik drew my attention to a study done by a Duke University marketing professor and colleagues in New York and Tel Aviv. Their paper, "Brands: The Opiate of Non-Religious Masses?," appears currently online in the journal Marketing Science. (story here)
The study revealed that 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. Put another way, those who have no religion tend to place greater emphasis on brand names, or perhaps worship at the altar of consumerism. The more religious the individual, the less the brand name seems to matter.
Interesting food for thought.
3 years ago
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