Why people become so emotionally attached to brands?

Why is it that the result of a sports game will dictate ones happiness, and also that of those around them?

According to Dr Schomer, People find themselves emotionally attached to brands, be it a political party or a soccer team because human beings need to feel a sense of belonging.

So if you see yourself as a singular little entity within this life, you are a very lonely creature. We need a tribe, we need a space in which we are welcomed, and we need to associate with things that are spelling success

Dr Helgo Schomer, resident psychologist

If you are following a particular foot club like chiefs it means you are moving in a tribe

Dr Helgo Schomer, resident psychologist

Human beings historically hunted and gathered together in a tribe proving that we are social creatures, says Schomer.

As human beings we are social creatures populated with choices

Dr Helgo Schomer, resident psychologist

We need identity and brands that can help us be involved

Dr Helgo Schomer, resident psychologist

According to Dr Schomer the brands people find themselves attached to help them to have a fun outside their everyday working environment.

But people should not become obsessed, he says. The brand should motivate, inspire and make you smile about life not make you lose your identity.

Listen to the full conversation below:


This article first appeared on 702 : Why people become so emotionally attached to brands?


Recommended

by NEWSROOM AI
Read More
[LISTEN] Author Christy Chilimigras opens up about emotional incest in new book

[LISTEN] Author Christy Chilimigras opens up about emotional incest in new book

Author Christy Chilmigra sat down with Eusebius to talk about her childhood traumas and book 'Things Even González Can't Fix'.

Gender, fluidity, and reality of sex for Generation Z

Gender, fluidity, and reality of sex for Generation Z

Generation Z is more transparent and empowered when it comes to sex. This is what you should know about their views on sexuality.

Callers question why ordinary citizens must pay for Eskom's financial woes

Callers question why ordinary citizens must pay for Eskom's financial woes

702 and CapeTalk callers share their views on issues affecting the country on a daily basis.

There is more to the plastic pollution crisis than just carrier bags

There is more to the plastic pollution crisis than just carrier bags

Minister of Environmental Affairs Edna Molewa urges South Africans to work towards curbing plastic pollution.

2 worshippers and 1 attacker killed in another mosque attack

2 worshippers and 1 attacker killed in another mosque attack

Two worshipers were killed on Thursday morning and the police killed the attacker.

New stage production puts spotlight on violence against women and children

New stage production puts spotlight on violence against women and children

Eusebius chats to Just Men director about the play which calls for men to take a stand against toxic masculinity and violence.

Popular articles
Here's how to check your load shedding schedule in Cape Town

Here's how to check your load shedding schedule in Cape Town

Stage 1 load s​hedding has been declared nationally. The City of Cape Town has urged residents to take note of the schedules.

Man who dumped body of family dog in street demoted at top JHB law firm

Man who dumped body of family dog in street demoted at top JHB law firm

Media law guru Emma Sadleir warns employees online that there are many potential events that could bring a company into disrepute.

SPARK Schools provides Singapore-quality education for R19 400 per year

SPARK Schools provides Singapore-quality education for R19 400 per year

Our education system is poor, leading to a proliferation of private schools, most which are unaffordable even for the middleclass.

Get ready for another round of load shedding as Eskom workers shut down power

Get ready for another round of load shedding as Eskom workers shut down power

Eskom spokesperson Khulu Phasiwe says the power utility has instructed municipalities to implement stage one load shedding.

[WATCH] SPCA lays animal cruelty charges following violent attack on seal pup

[WATCH] SPCA lays animal cruelty charges following violent attack on seal pup

Video footage emerged on Facebook showing two fishermen brutally kicking and stabbing the animal.

[LISTEN] Wife of Siya Kolisi 'so proud' as husband Siya leads SA to victory

[LISTEN] Wife of Siya Kolisi 'so proud' as husband Siya leads SA to victory

The Springboks won a Test game against England on Saturday under the captaincy of Siya Kolisi.

UPDATE: Joburg man who dumped dead dog claims there were no vets nearby - SPCA

UPDATE: Joburg man who dumped dead dog claims there were no vets nearby - SPCA

The man has told the Sandton SPCA that he could not locate a nearby veterinary clinic in order to dispose of the dog's carcass.

Eusebius: 'Needing to know what happened before the Supersport video is BS'

Eusebius: 'Needing to know what happened before the Supersport video is BS'

Callers on The Eusebius McKaiser Show stand behind Ashwin Willemse who walked off the Supersport Rugby set on Saturday.