Your Belief That the World Is “Just” Can Make You Cruel

eople’s wish to see the world as just and orderly sometimes leads them to harm those who have already suffered injustice, according to Daniel P. Skarlicki and R. Anthony Turner of the University of British Columbia. In an experiment, managers with self-reported hiring experience provided lower ratings for fictitious job applicants whose only difference was that they had been mistreated by their former employers, such as by being laid off without notice. People derogate victims in this way to avoid the cognitive dissonance that comes from trying to understand how individuals can suffer injustice in a just world, the researchers say.

SOURCE: Unfairness begets unfairness: Victim derogation bias in employee ratings

Feeling Fear in the Presence of a Brand Makes You More Attached to It

People who were scared by clips from the movies The Ring and Salem’s Lot felt more emotionally attached to a brand of sparkling water that had been placed on their desks than did others who watched clips from exciting or sad movies or happiness-inducing scenes from the series Friends (3.70 versus 2.11, 2.54, and 2.28, respectively, on a 7-point emotional-attachment scale), say Lea Dunn of the University of Washington and JoAndrea Hoegg of the University of British Columbia. Fear makes people want to share their experience with others, and if a brand is present it can satisfy this desire, almost as though it were a person, the researchers say.

fear in marketing
SOURCE: The Impact of Fear on Emotional Brand Attachment