84. People want what is familiar when they're sad or scared

People want what is familiar

• - When a person is sad or scared, they choose familiar items.
• - When a person's mood is happy, they are willing to try something new and different. They are not as sensitive to what is familiar.

A desire for familiar relates to fear of loss

• When a person is sad or scared the person's old brain and midbrain are on alert. To protect themselves they go with what they know. For example, when someone has a positive experience with a brand, the brand turns into a signal of safety to the old brain.
• - The brand becomes a substitute for the experience.

Brands

• The Power of Brands (Einbetten)