According to a new study in the Journal of Consumer Research, certain brands have personalities that can actually change the way some people feel about themselves. Brands like Cartier, Harley-Davidson and Nike are perfect examples of brands with appealing personalities – and those personalities rub off on consumers when they use them. It affects how they see themselves – even if the brand is only in use for a short time.
For example, authors found that some people felt more intelligent, and more like leaders when they carried a pen embossed with an MIT logo. In further studies, this was the case even after some participants were led to believe they did poorly on a math test.
Source: June 22, 2010 article on RedOrbit.com.