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:

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