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
Technobyte: New rules for robots and self-drive cars threaten insurance industry

Technobyte: New rules for robots and self-drive cars threaten insurance industry

Europe's rules on robots, Facebook warns Germans about fake news, and self-driving cars threaten the insurance industry.

No ifs, ands, or buts: The problem with authoritarian parenting

No ifs, ands, or buts: The problem with authoritarian parenting

Authoritarian parenting is based on eliciting fear and asserting power, but can be detrimental for the development of young kids.

Lumka Oliphant sorry for insulting women while defending Minister

Lumka Oliphant sorry for insulting women while defending Minister

Minister Bathabile Dlamini's spokesperson says people should stop spreading lies that minister drinks alcohol.

South Africans get a kick out of Pornhub, Dr. Eve uncovers

South Africans get a kick out of Pornhub, Dr. Eve uncovers

South Africans enjoy watching pornography, so much so that they've made it onto the top 20 countries with highest hits on Pornhub.

Naked Scientist explains why mosquitoes 'discriminate' who they bite

Naked Scientist explains why mosquitoes 'discriminate' who they bite

Dr Chris Smith explains why some people are more desirable than others to mosquitoes.

Economist looks at what's needed for growth in 2017

Economist looks at what's needed for growth in 2017

Economist and Nascence Advisory co-owner, Xhanti Payi, looks at economic challenges facing the country.

Popular articles
Naked Scientist explains why mosquitoes 'discriminate' who they bite

Naked Scientist explains why mosquitoes 'discriminate' who they bite

Dr Chris Smith explains why some people are more desirable than others to mosquitoes.

Absa may have to pay R2.25 billion for unlawful apartheid era bank bailout

Absa may have to pay R2.25 billion for unlawful apartheid era bank bailout

M&G's Pauli Van Wyk speaks about Public Protector's preliminary report implicating Absa, Reserve Bank, Treasury and Presidency.

Arresting 106 dodgy licensing officials just the beginning - Mashaba

Arresting 106 dodgy licensing officials just the beginning - Mashaba

Over 100 corrupt Joburg licensing officials will be arrested, explains Herman Mashaba who says it's just the tip of the iceberg.

Social grant beneficiaries to automatically qualify for NFSAS funding

Social grant beneficiaries to automatically qualify for NFSAS funding

Social Development announced that 80% of social grant beneficiaries who wrote matric exams obtained a diploma or bachelor pass.

House prices slump in some parts of the country

House prices slump in some parts of the country

Property economist at FNB, John Loos, says the drop in house prices is due to slow pace in economic growth.

Vaal Dam levels increase by 5.2%

Vaal Dam levels increase by 5.2%

Department of Water and Sanitation says recent rains have increased the Vaal Dam levels but more is still needed.

Dlamini-Zuma part of ANC's lacklustre old furniture -  political analyst

Dlamini-Zuma part of ANC's lacklustre old furniture - political analyst

Political analyst Prince Mashele says Nkosazana Dlamini-Zuma doesn't qualify for presidency and has nothing to offer to citizens.

It's not the end of the road... Top tips to improve your matric

It's not the end of the road... Top tips to improve your matric

"Recognise that it’s not the end, it’s the beginning." Expert advise for school-leavers who want to improve their results.

Singer Patricia Lewis speaks of music career, and being a mother

Singer Patricia Lewis speaks of music career, and being a mother

South Africa's top-selling female recording artist in history, Patricia Lewis, tells Xolani Gwala about what she is up to now.