The current research investigates the role of fear in the creation of
emotional attachment to a brand. Previous research examining the
influence of incidental negative emotions on brand evaluations has
generally found that negative emotions lead to negative evaluations. The
current research suggests that for fear, the relationship may be more
positive. Since people cope with fear through affiliation with others,
in the absence of other individuals, consumers may seek affiliation with
an available brand. This, in turn, will enhance emotional attachment to
that brand. Four studies demonstrate that consumers who experience fear
in the presence of a brand feel greater emotional brand attachment than
consumers who experience other emotions such as happiness, sadness, or
excitement. The findings from the research advance understanding of
consumer-brand relationships by demonstrating that relationships between
consumers and brands are not merely metaphorical. Rather, under certain
circumstances, brands can actually fulfill interpersonal psychological
needs. [ABSTRACT FROM AUTHOR]