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:

Read More
Naked scientist: Gene immunotherapy could reverse multiple sclerosis

Naked scientist: Gene immunotherapy could reverse multiple sclerosis

The Naked Scientist Chris Smith explains how the new technique may suppress destructive immune cells that create MS.

[LISTEN] Makhosi Khoza spills the beans on why she quit the ANC

[LISTEN] Makhosi Khoza spills the beans on why she quit the ANC

She says President Zuma was uncomfortable with her and her decisions which saw changes to the ANC and Motsoeneng ousted.

SA's treasure trove of literature: Mtsikiza and more

SA's treasure trove of literature: Mtsikiza and more

Arts journalist, Karabo Kgoleng reflects on SA's literature history in light of Heritage Day.

'KPMG must fall, it's as simple as that' - caller

'KPMG must fall, it's as simple as that' - caller

In the wake of recent allegations, Eusebius McKaiser asks listeners what should happen to KPMG in South Africa.

IDC eyes African opportunities for SA-made goods, expertise

IDC eyes African opportunities for SA-made goods, expertise

The Industrial Development Corporation is looking to take locally produced goods and services into the SADC region.

If you asked Kgalema Motlanthe who he'd vote for, he'd say the ANC

If you asked Kgalema Motlanthe who he'd vote for, he'd say the ANC

Despite being vocal about the issues of the ruling party, Kgalema Motlanthe would still vote for the ANC without a doubt.

Popular articles
[LISTEN] Makhosi Khoza spills the beans on why she quit the ANC

[LISTEN] Makhosi Khoza spills the beans on why she quit the ANC

She says President Zuma was uncomfortable with her and her decisions which saw changes to the ANC and Motsoeneng ousted.

[Watch] Payday dance: Never a dull moment in Cape Town

[Watch] Payday dance: Never a dull moment in Cape Town

Even slow-moving traffic cannot dampen the mood in Cape Town because payday came early. Watch Capetonians celebrating payday.

Outa files urgent court interdict to freeze Gupta money

Outa files urgent court interdict to freeze Gupta money

Outa wants to prevent the money leaving SA as it is meant for the rehabilitating areas in which Gupta mines were situated.

KPMG International's meeting with Pravin Gordhan

KPMG International's meeting with Pravin Gordhan

The Money Show’s Bruce Whitfield interviews Pauli van Wyk, a journalist with Scorpio at Daily Maverick.

Ocean View activist speaks: We have had 20 murders in 2017 alone

Ocean View activist speaks: We have had 20 murders in 2017 alone

Sharone Daniels, a community activist in Cape Town's Ocean View says they need police intervention to end gang violence.

[WATCH] Day-Zero for water running out fast approaching?

[WATCH] Day-Zero for water running out fast approaching?

A government employee emailed John Maytham about what he or she believes is the real state of play with the Cape water crisis.