WereKitten on 27 October 2009
Corporations have been hammering for years in people's heads the concept that when choosing a brand you're also defining yourself by being part of a collective, a lifestyle, a tribe.
That inclination has always been present as a trait of pent-up aggression, especially in males - see the blind sport fandom and its extremes. It's all about exclusive grouping.
Exploiting this inclination promotes brand fidelity, but leads to people being over-defensive because they are actually defending their identity, not a simple product choice anymore.
