Fear factor

A study recently published in the Journal of Consumer Research speaks to the power of fear as a motivator – and, unexpectedly, as a driver of brand loyalty.

The research (from two researchers at the University of British Columbia) suggests that people who experience fear during a movie feel an unusually close attachment to brands that are present.

Companies tend to shy away from product placements in horror movies because they are concerned about associating their brands with blood and guts. But this study shows product placements in movies or video games where fear is the overriding emotion could be more effective than placements in films or games emphasizing excitement, happiness, or sadness.