Our emotional connection with brands has an immeasurable impact on what we buy and how we perceive the companies behind the products.
As Gary Singer, the chief executive of Buyology, explains: "If I really, really love Apple (AAPL), then everything Apple does I will react to more positively because it's passing through this filter."
It's this filter that interests Singer and prompted Buyology, which bills itself as a consumer-psychology insight company, to collaborate with consumer research company uSamp on a survey of 4,000 Americans to determine which of 240 brands were the most desired.
"What we're really doing is scientifically measuring what is the strength of the connection with brands," Singer says.
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