How Brands Influence People's Well-Being and Buying Behavior
Active people are more likely to be happy with brands and are more receptive to advertising and sponsorship.
A recent study by the Guardian looked at the role brands play in influencing an individual’s well-being.
In collaboration with Cog Research, “Mood of the Nation” surveyed more than 2,000 adults in the UK and found that people care about how brands behave and worry about “less than desirable” business behaviors.
Implicit research techniques were employed to measure feelings, which can be more reliable than attitudes as consumers might alter their attitudes according to what they think researchers want to hear.
Participants
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